Adyen has agreed to acquire Talon.One, a loyalty and incentives platform serving over 300 global merchants, for €750 million. The deal will combine Adyen's global payments infrastructure and transaction data with Talon.One's real-time decisioning capabilities. The acquisition aims to help merchants establish a consistent customer identity across commerce channels and apply it directly in shoppers' carts. The integration addresses merchants' challenge of maintaining a unified view of customers across different channels.

Talon.One, an incentives platform serving over 300 enterprise brands, has announced a native integration with Adobe Experience Platform, connecting directly with Adobe Real-Time CDP and Adobe Journey Optimizer. The integration enables brands to execute personalised loyalty programmes in real time across web, app and stores with centralised governance and margin controls. The partnership addresses a key enterprise pain point where loyalty programmes often remain static point trackers. Adobe Real-Time CDP unifies customer data whilst Adobe Journey Optimizer orchestrates customer journeys. Talon.One executes loyalty and incentive logic in real time, including eligibility, rewards and redemption tracking across all channels. Available via an Adobe-provided native Source Connector, the integration includes real-time incentives execution, data-driven personalisation and omnichannel consistency. Founded in 2015, Berlin-based Talon.One was recognised in Gartner's 2025 Market Guide for Loyalty Program Vendors.

Talon.One, an incentives platform serving 300 enterprise brands, has launched the Unified Incentives Protocol, a set of standards designed to surface promotions and loyalty programmes in AI agent-based shopping experiences. With agentic commerce expected to capture up to 20% of US market share by 2030, the protocol communicates incentives in a standardised, machine-readable format for AI shopping agents. The company has released loyalty and discount extensions for Google's Universal Commerce Protocol, enabling AI agents like Gemini to access customers' loyalty point balances, tier status and transaction details. The extensions are currently available to Talon.One's customers. The Berlin-based company aims to help brands remain competitive in agent-based commerce by making their incentives programmes discoverable to AI agents, avoiding price-based competition alone.