
EP 159: Demystifying Trust, AI Agents, and the Future of Digital Commerce with G2A
In this week’s episode, Dave is joined by Bartosz Skwarczek, Founder and Chairman of G2A, for a fascinating conversation about trust, artificial intelligence, and how digital marketplaces are preparing for the next era of online commerce. Bartosz shares the story behind G2A’s growth from a small gaming business in Poland to one of the world’s largest digital entertainment marketplaces, serving more than 35 million users across 180 countries. What began as a traditional online store evolved into a global marketplace, creating an ecosystem where buyers and sellers can connect at scale while maintaining security and trust. A key theme throughout the episode is the changing nature of trust in the age of AI. Historically, trust in e-commerce centred on the relationship between buyers, sellers, and marketplaces. However, as AI agents become increasingly capable of making decisions on behalf of users, businesses are now facing a new challenge: how do consumers learn to trust autonomous systems? The discussion explores research conducted by G2A and Juniper Research, which found that around 30% of consumers would already be willing to allow an AI agent to complete an entire purchasing journey on their behalf, including selecting products and making payments. While adoption is still in its early stages, the findings suggest that consumer attitudes towards AI are evolving rapidly. Another important theme is the rise of agentic commerce. As AI agents become more sophisticated, future transactions may increasingly take place between autonomous systems acting on behalf of both buyers and sellers. This creates new challenges around governance, accountability, and verification, raising important questions about how trust can be established in an AI-driven marketplace. The conversation also highlights G2A’s long-standing investment in artificial intelligence. Long before the recent AI boom, the company was using machine learning to power anti-fraud systems and improve security. Today, AI supports a wide range of functions across the organisation, from fraud prevention and operational efficiency to customer experience and decision-making. Fraud prevention is another major focus of the discussion. As AI tools become more accessible, both businesses and bad actors are becoming more sophisticated. Bartosz explains how G2A combines seller verification, payment security, real-time anomaly detection, and continuous data analysis to create a secure environment while maintaining a seamless customer experience. Finally, the conversation turns to the future of AI adoption. Rather than viewing AI as simply another productivity tool, Bartosz argues that organisations must embed it into their culture, processes, and ways of working. As AI agents become increasingly capable, the companies that succeed will be those that can balance innovation with trust, transparency, and security. For anyone interested in artificial intelligence, digital commerce, fintech, and the future of trust online, this episode offers valuable insights into how marketplaces are adapting to a world where humans and AI increasingly work side by side.












