EMVCo's draft framework defines roles, not companies, and one firm can hold several. It covers the consumer, agent, wallet, payment credential provider, payment system, Intent Service Provider, merchant and acquirer. Each may use the approved intent differently, from checking a cart to resolving a dispute, while keeping its own risk decisions.
The framework walks through how different parties may rely on the same approved intent at different moments:
The framework states that the merchant's role does not fundamentally change. Merchants still handle product selection, shipping, tax and payment. What is new is extra context: merchants may choose to tell apart human and agent shoppers, and in autonomous purchases they can see what the consumer approved.
The framework leaves decisions with each participant. It defines what the shared concepts mean, but issuers, networks and merchants each apply their own risk models and rules when acting on them. Liability, dispute procedures and scheme rules are outside its scope.