Sierra Unveils Personal Agent Protocol Built with Meta and Partners

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Sierra on October 6, 2026, announced Personal Agent Protocol, an open standard designed to define how personal AI agents interact with businesses. The company said it is developing the protocol with Meta and industry partners at Genesys, Instinct, Rocket, Shopify, Stripe, and Walmart, with a v0.1 specification planned for later in October 2026.

According to Sierra, the standard is meant to handle authentication, empower consumers, and let companies see what personal agents are doing when they connect through a company’s website, its APIs, or an agent of the company’s own. The protocol is open for anyone to implement. Sierra said it is introducing the standard as consumers turn to personal agents for tasks such as scheduling appointments, booking flights, and shopping for car insurance, and as companies ask how to respect their consumers’ choices while protecting privacy and security.

Most personal agents use websites and apps the way people do, loading pages and clicking through forms, Sierra said. When that approach cannot get the job done, an agent may call the company’s support line or open its web chat, a process the company said can take a long time and can still end in failure.

A direct connection, Sierra said, could complete the same task securely in seconds.

For that connection to be adopted at scale, Sierra said it has to work for all parties, which share an interest in security but otherwise have distinct needs. Consumers want speed, dependability, and trust: the job done right the first time by an agent they can count on to act in their best interests. Brands want visibility and control: to know when a personal agent is acting for a customer and to decide for themselves what it can do.

Companies building personal agents want efficiency and access: a direct, consistent way to work with participating companies.