Visa CMO Frank Cooper joins Inside the ICE House to discuss the company’s B2AI study, which examines the rise of AI agents as a new customer segment and highlights trust, control, and security as the key barriers to AI‑driven commerce. Cooper explains how Visa is using the findings to build trusted infrastructure that enables AI transactions while keeping humans at the center. The conversation also explores Visa’s evolving approach to sports and events marketing, from long‑standing global partnerships like the Olympics and World Cup to a broader shift from traditional sponsorship to fan‑focused, creator‑led experiences.