A coalition of technology and retail firms including Meta, Walmart, and Stripe is introducing an open standard designed to regulate how personal artificial intelligence agents interact with corporate systems. The initiative, led by enterprise AI company Sierra, aims to resolve authentication gaps and establish consistent rules for business-to-agent communication.

Current deployment has created significant friction. Major platforms like Amazon have restricted AI browsing tools over scraping concerns, while companies struggle to verify whether they are communicating with a verified software agent or a human representative. Without clear verification methods, businesses face security vulnerabilities and operational uncertainty.

The proposed protocol functions as a verification layer similar to existing third-party login systems. It will allow companies to authenticate incoming agents and monitor their actions without exposing sensitive customer data. The framework also provides users with transparency when agents handle personal information or financial transactions.

Muse, which launched in early September, currently serves millions of users in the U..S and continues to expand its daily use cases. Shoppers and consumers already rely on the software to schedule medical visits, purchase gifts, and manage family activities. Industry leaders expect major AI developers to adopt the open framework as the technology scales.

"It is kind of chaos until such a standard exists," said Bret Taylor, who is leading the initiative through Sierra and serves as chairman of OpenAI. The group is building verification pathways that will eventually support both consumer and corporate agents across digital platforms.

"We're defining rails that we hope personal agents and business agents can run over for the future," said David Singleton, vice president of engineering and consumer products at Meta Superintelligence Labs. He compared the protocol to email infrastructure, noting that shared technical standards enable reliable communication at scale. The coalition plans to keep the framework open for all competing AI developers to join.