Growing use of AI and social commerce boosts convenience, while trust and security concerns remain key
Dubai: Visa has released its annual Stay Secure study in the UAE, highlighting rising adoption of artificial intelligence (AI) in online shopping alongside ongoing concerns around fraud and digital security.
The study, conducted by Wakefield Research, shows that 85 percent of consumers in the UAE have used AI tools during their shopping journeys. These include checking product reviews (60 percent), comparing prices (59 percent), and finding gift ideas (55 percent).
According to the findings, 93 percent of respondents believe that new technologies, including AI-powered tools, are making online shopping faster and more convenient. AI is also playing a key role in product discovery, with 60 percent of consumers reporting that they find new brands or retailers while shopping online.
Trust gap in AI transactions
Despite strong adoption, consumers remain cautious about allowing AI to complete transactions on their behalf. Only 32 percent said they would trust AI agents to handle checkout processes, underlining the importance of building confidence in emerging AI-driven commerce models.
At the same time, many consumers see technology as a critical tool in combating fraud. Around 57 percent believe AI has made scams easier to identify, while 85 percent expect AI to play a major role in protecting users from fraud in the future.
Rise of social commerce and fraud risks
The study found that social commerce continues to grow rapidly, with 69 percent of consumers in the UAE having purchased products directly through social media platforms.
However, this shift has been accompanied by increased exposure to fraud. Around 46 percent of respondents reported experiencing a financial scam in the past 12 months. Among them, 38 percent said the incident occurred on social media, more than any other channel.
Concerns around children and online safety
The report also highlighted growing concerns regarding children’s exposure to online scams. Eighty percent of respondents said children in their lives struggle to recognise fraudulent activity, while 67 percent reported that a child had fallen victim to a scam while gaming or shopping online.
This comes as access to digital payments expands, with 33 percent of parents stating that their children can use mobile payment apps or digital wallets.
Demand for institutional protection
Consumers in the UAE expect institutions to play a leading role in fraud prevention. Around 36 percent believe banks or financial institutions should take primary responsibility, with an equal share assigning responsibility to government authorities. Meanwhile, 34 percent identified payment providers as key stakeholders, while only 19 percent felt responsibility lies mainly with consumers.
There is also demand for proactive security measures. Sixty percent of respondents said real-time alerts from banks or payment apps would increase their sense of security, while 33 percent prefer reassurance through trusted payment logos at checkout.
Industry perspective
Dibyajyoti Sen, Head of Risk for the GCC at Visa, said the findings reflect evolving consumer behaviour as digital commerce continues to expand.
He noted that while consumers view fraud prevention as a shared responsibility, they expect banks and payment providers to lead efforts by implementing secure-by-design systems.
Sen added that as commerce becomes increasingly AI-driven, building trust will remain critical, particularly as consumers adopt new technologies but remain cautious about automated transactions.
The study highlights a shifting retail landscape in the UAE, where AI-driven convenience and expanding digital channels are reshaping shopping habits, while trust, transparency, and security continue to underpin consumer confidence.
