GoDaddys New ANS Marketplace Tells You Which AI Agents You Can Trust

In a move to tame the "Wild West" of the emerging AI economy, GoDaddy has officially launched the ANS Marketplace—a first-of-its-kind registry designed to tell business owners which artificial intelligence agents are safe to hire.

Unveiled today, the marketplace acts as a "yellow pages" for the AI era, featuring a curated list of digital workers that have been vetted through GoDaddy’s new Agent Name Service (ANS). The launch attempts to solve a critical problem facing the tech industry: as thousands of autonomous AI agents flood the web, how do users distinguish a helpful bot from a rogue security risk?

"Blue Checks" for AI Workers
The core of the new marketplace is the ANS Verification Badge. Similar to the "blue check" on social media or the SSL padlock on a banking website, this digital seal confirms that an AI agent has a cryptographically verifiable identity.

"ANS is about making AI agents as discoverable and trustworthy as domains and websites," said Travis Muhlestein, GoDaddy’s Chief Technology Officer for Product and AI. "With the ANS Marketplace, we're showing people what trusted agents can do and giving a clear, ANS-backed standard for what 'trustworthy agents' actually means."

According to the company, every agent in the marketplace is paired with a human-readable name tied to a secure identity record. This allows businesses to "hire" an agent with the certainty that it is who it claims to be and that its policies are open for inspection.

Meet the New "Employees"
To demonstrate the platform's utility, GoDaddy populated the marketplace with a fleet of specialized agents available for immediate use by small businesses:

Brand Advisor: A creative agent that suggests business names, checks domain availability, and drafts logo concepts.

Place Reviews Analyzer: A reputation management bot that reads public Google Maps reviews and summarizes customer sentiment for owners.

Home Page Advisor: An SEO specialist that analyzes website front pages and suggests technical improvements.

Business Information Snoopy: A compliance agent that scours the web to verify a company's details across different platforms.

In addition to these utility bots, GoDaddy integrated 20 e-commerce agents generated from WordPress WooCommerce stores. These "merchant-specific" agents can independently handle customer inquiries using real-time product data from their respective shops.

Establishing a Global Standard
The launch signals GoDaddy's ambition to become the central registrar for the AI economy, leveraging its decades of experience managing the Domain Name System (DNS).

By using the existing "plumbing" of the internet (DNS and cryptographic certificates), the ANS system aims to create a universal standard where AI agents can be discovered and governed across different ecosystems. Developers can now access the marketplace to register their own agents, potentially opening the floodgates for a new wave of "verified" digital services.