AI in shopping: Visa study finds 85% of UAE consumers use AI tools while trust and fraud concerns persist
Visa study finds 85% of UAE consumers use AI in shopping, with social commerce rising and security concerns as trust in AI payment agents remains limited.
The majority of consumers in the UAE are now using AI in shopping, according to Visa’s latest “Stay Secure” annual study, which found 85% rely on AI tools during the purchase journey. The report shows shoppers turn to AI for product reviews, price comparisons and gift ideas, even as concerns about payment security and trust in AI-led purchases temper full adoption. Visa’s research highlights a fast-changing retail landscape where convenience and risk mitigation are shaping how digital commerce evolves in the Emirates.
Widespread adoption of AI tools among UAE shoppers
A large share of respondents reported using AI to support shopping decisions, with 60% checking product ratings and user opinions and 59% using tools to compare prices before buying. Fifty-five percent said they rely on AI for gift suggestions, reflecting how recommendation engines and chat assistants are influencing everyday choices.
Most participants—93%—said AI has made online shopping faster and easier than before, and 60% said they discover new brands or stores while browsing online. Despite these benefits, only 32% expressed confidence in allowing AI agents to complete payments on their behalf, underscoring a gap between discovery assistance and transactional trust.
Trust and payment security remain top consumer priorities
Security at the point of payment remains a decisive factor when shoppers complete purchases, and respondents expect robust protections before they will cede control to automated agents. The limited willingness to let AI finalize payments reflects wider consumer demands for clear safeguards, authentication and transparency around how payment decisions are made.
Consumers also view fraud prevention as a shared responsibility but place strong expectations on financial institutions and payment providers to lead. The study indicates that secure-by-design payment systems and visible trust signals will be critical to increasing consumer comfort with AI-enabled payment flows.
AI’s role in fraud detection and prevention
A majority of participants said AI is already helping to identify fraudulent activity, with 57% reporting that such tools have aided fraud detection in their experience. Looking ahead, 85% believe AI will play a central role in protecting consumers from online fraud, suggesting broad public confidence in the technology’s defensive capabilities.
Visa’s regional risk leadership noted that as e-commerce and social commerce expand, fraud methods are evolving in parallel, and industry responses must keep pace. The study’s findings point to a need for continued investment in machine learning and real-time monitoring to detect anomalies and reduce consumer exposure to financial crime.
Social commerce growth reshapes shopping behaviour
Social media has become a staple sales channel in the UAE, with 69% of consumers saying they have purchased products directly through social platforms. This shift reflects a convergence of discovery, inspiration and checkout that places new responsibilities on platforms, merchants and payment providers to secure the transaction path.
At the same time, the expansion of commerce into social ecosystems introduces fresh vulnerabilities, as fraudsters target less-regulated storefronts and influencer-driven promotions. The study suggests that combining AI-driven detection with clearer platform policies and seller verification will be important steps to reduce incidents and preserve shopper confidence.
What retailers and payment providers must do next
Retailers and payment firms should prioritise transparency around AI use, explaining what data is collected, how recommendations are generated and how payments are protected. Building consumer trust will require visible controls, simpler dispute and refund processes, and clear opt-in mechanisms when AI undertakes tasks on behalf of shoppers.
Collaboration between banks, payment networks, regulators and technology vendors will be essential to standardise protections and accelerate the deployment of secure-by-design systems. Consumer education campaigns that demystify AI tools and demonstrate fraud safeguards can also help narrow the trust gap and support broader adoption of AI-driven services.
Visa’s “Stay Secure” study underscores that AI in shopping is reshaping consumer behaviour across the UAE while highlighting the dual challenge of capturing convenience gains and strengthening protections. As merchants and payment providers respond, the balance they strike between innovation and security will determine how quickly shoppers entrust AI with more of the purchase process.