Visa Chief Marketing Officer Frank Cooper III envisions a very near future in which AI agents will be doing our shopping for us—from browsing to selection to purchase. And he's betting on Visa to keep that experience safe and secure, with an assist from expert partners in the AI space, including Anthropic, IBM, Microsoft, Mistral AI, OpenAI, Perplexity, Samsung and Stripe.

At its global product drop event on April 30, the company unveiled the Visa Intelligent Commerce initiative, which provides tools for AI developers and the use of its payments network to build commerce capabilities at scale. Ahead of a keynote session titled "AI Agents: Culture, Commerce and Brands in an AI World" at the POSSIBLE conference in Miami that same day, Chief Marketer sat down with Cooper to discuss Visa’s vision of AI-driven commerce, as well as the brand’s approach to other aspects of the business, from sports sponsorships to creators to younger generations of consumers.

When it comes to martech, you can have too much of a good thing. And companies that disregard marketing-qualified leads (MQLs) do so at their own peril. Those are two key takeaways from Pipeline360’s 2025 State of B2B Pipeline Growth report. We examine how marketers view their tech stacks, how valued KPIs are shifting and the status of marketing-sales alignment.

Lastly, the Coachella Valley Music and Arts Festival last month shined a light on some of the latest trends experiential marketing. Here’s how 21 brands activated at the show, with pit stops, perfume pods, airstream trailers and more.

Until next week,