GoDaddy has introduced a trusted identity naming system for AI agents to address the critical challenge of verifying legitimate agents amid their rapid proliferation, with over one billion projected to be built by businesses in the next three years. Leveraging its expertise in domain names, DNS, and SSL certificates, GoDaddy’s system ensures secure, interoperable agent-to-agent interactions through a DNS-inspired Agent Name Service (ANS). The finance card above shows GoDaddy’s stock price at $132.11, down from a year-high of $216.00, reflecting market dynamics as the company innovates.
With AI agents increasingly communicating autonomously, the absence of standards for distinguishing legitimate from malicious agents poses significant risks. GoDaddy’s system builds on its 30 years of internet trust experience, offering a scalable solution that verifies agent identities, ensures integrity, and supports lifecycle management through registration, renewal, and revocation processes.
The system operates via a modular adapter layer, ensuring compatibility across diverse agent protocols. It draws on an IETF draft for ANS, a DNS-like directory that pairs discovery with PKI-backed verification using X.509 certificates. Human-readable names map to agent endpoints, while lifecycle management ensures governance and security. This design promotes interoperability and prevents vendor lock-in, fostering a collaborative ecosystem with standards bodies and industry partners.
“The AI agentic space is a lot like the 'Wild West' of the early internet, but fortunately GoDaddy has three decades of experience building and sustaining trust in complex, rapidly evolving ecosystems,” said Travis Muhlestein, chief technology officer, Product & AI, at GoDaddy. “With our scale, expertise and technology, GoDaddy is uniquely positioned to extend that trust and help keep the internet safe from rogue AI agents.”
GoDaddy’s initiative positions it as a leader in the agentic AI economy, addressing trust gaps as agent interactions scale. By integrating proven technologies like DNS and PKI, the system ensures secure discovery and communication, critical for businesses deploying AI agents. The developer preview, launching in weeks, invites early adopters to test and shape the system, with updates available at the provided link.
GoDaddy helps millions of entrepreneurs globally start, grow, and scale their businesses. People come to GoDaddy to name their idea, build a website and logo, sell their products and services, and accept payments. GoDaddy Airo®, the company’s AI-powered experience, makes growing a small business faster and easier by helping them get their idea online in minutes, drive traffic, and boost sales. GoDaddy’s expert guides are available 24/7 to provide assistance.
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