AI reshapes online shopping in UAE: Visa

June 09, 2026 (MLN): A new study released by Visa has found that consumers in the UAE are increasingly using artificial intelligence (AI) to support their online shopping activities, while concerns over fraud and trust continue to influence purchasing decisions.

The annual Stay Secure study, conducted by Wakefield Research, examined consumer awareness and behavior related to digital commerce and online fraud.

The findings show that 85% of UAE consumers have used AI-powered tools while shopping online. Common uses include checking product reviews and ratings (60%), comparing prices (59%), and searching for gift ideas (55%), as reported by APP.

According to the survey, 93% of respondents believe that emerging technologies, including AI, have made online shopping faster and more convenient.

The study also found that 60% of consumers typically discover new brands or retailers while browsing online.

Despite widespread adoption of AI-assisted shopping, consumers remain cautious about allowing AI systems to complete transactions independently.

Only 32% said they would trust AI agents to finalize purchases on their behalf.

The survey indicates that many consumers see AI as a useful tool in combating fraud. Around 57% believe AI has made scams easier to identify, while 85% expect the technology to play an important role in protecting consumers from fraud in the future.

Social commerce continues to gain traction in the UAE, with 69% of respondents reporting that they have purchased products directly through social media platforms.

However, fraud remains a concern, with 46% of consumers saying they experienced a financial scam during the past year.

Among those affected, 38% said the scam originated through social media, a higher share than other online channels such as websites, marketplaces, or shopping applications.

The study also highlighted concerns about children's exposure to online scams. Eighty percent of respondents said children around them struggle to identify fraudulent activity, while 67% reported knowing a child who had been scammed while gaming or shopping online.

As access to digital payments expands among younger users, 33% of parents surveyed said their children can use mobile payment applications or digital wallets.

When asked who should take primary responsibility for fraud prevention, 36% pointed to banks and financial institutions, while an equal percentage cited government authorities and regulators.

Payment providers were identified by 34% of respondents, whereas only 19% believed consumers themselves should bear the main responsibility.

Consumers also expressed a preference for additional security measures.

Sixty percent said real-time alerts from banks or payment applications about suspicious activity would increase their sense of security, while 33% said the presence of a familiar and trusted logo during checkout would make them feel more confident.

Commenting on the findings, Dibyajyoti Sen said consumers increasingly view fraud prevention as a shared responsibility but expect financial institutions and payment providers to play a leading role.

He added that while consumers appreciate the convenience offered by AI-driven shopping experiences, many remain hesitant about allowing AI to complete purchases independently.Top of FormBottom of Form

Copyright Mettis Link News