Artificial intelligence is moving beyond product recommendations and search tools, and could soon play a direct role in making purchases on behalf of consumers, as Mastercard’s new technology is about to make waves in Hungary.
In a significant step towards that future, Mastercard has launched its new Agent Pay technology, while K&H has become one of the first banks in Hungary to prepare its systems for AI-assisted payments. The development means K&H is now capable of identifying and processing transactions initiated not directly by customers, but by authorised AI-powered digital assistants acting on their behalf.
Mastercard makes AI help us from browsing to paying
AI assistants are increasingly able to handle everyday tasks, and experts believe they could soon manage entire shopping journeys. In practice, this could allow users to ask an AI assistant to organise a holiday, compare offers, select the most favourable option and, after receiving approval, complete the payment process as well.
Mastercard’s Agent Pay technology was created to support this emerging ecosystem by enabling financial institutions to recognise transactions initiated by AI applications. Such functionality is considered essential if AI-assisted payments are to become commonplace in the coming years.
However, the technology does not mean AI assistants are already shopping independently for consumers on a large scale. Instead, it lays the foundations for future digital commerce solutions designed to make online shopping faster, simpler and more convenient.
Customers stay in control
According to Gergely Lóska, K&H’s Head of IT and Innovation, financial services must evolve alongside changing customer expectations and the growing capabilities of AI. He stressed that users will continue to retain control over their decisions, while AI assistants can reduce the burden of time-consuming searches and administrative tasks.
Security is a priority. The system includes mechanisms that clearly identify AI-initiated transactions and allows customers to define approval requirements and spending limits, ensuring that convenience is balanced with oversight and protection.
In case you missed it, here are the average salaries in Hungary by profession in 2026: Which jobs pay the most?
