Dubai, June 9 (WAM) - A Visa study titled "Stay Secure" has revealed that artificial intelligence is becoming an increasingly integral part of the shopping experience for consumers in the UAE. The survey found that 85% of consumers in the country have used AI tools to assist with their shopping, whether it's checking product reviews and user opinions (60%), comparing prices (59%), or getting gift ideas (55%).

Visa’s annual study, which was released today, sheds light on consumer awareness and behavior regarding digital commerce and fraud.

The survey, conducted by Wakefield Research, shows that consumers in the UAE are increasingly relying on AI tools for their daily shopping experiences. However, trust and security remain top priorities when completing payments.

According to Visa, this trend reflects a widespread belief in the benefits of modern technologies. A staggering 93% of respondents believe that AI-powered tools have made online shopping faster and easier than before.

AI is also playing an increasingly important role in discovering new brands and stores. The survey found that 60% of consumers typically discover new brands or stores while shopping online.

Despite this enthusiasm, consumers are still more cautious when it comes to AI completing purchases on their behalf. Only 32% said they trust AI agents to complete the payment process, highlighting the importance of building consumer confidence in the age of AI-powered shopping.

As AI usage expands, consumers view it as part of the solution to combat online fraud. A staggering 57% believe that AI has made it easier to detect fraudulent activities, while a whopping 85% think it will play a pivotal role in protecting consumers from fraud in the future.

Shopping on social media platforms has become an established part of consumer behavior. The study revealed that 69% of consumers in the UAE have purchased products directly through social media platforms.

As digital commerce expands across new channels, the risks of fraud continue to follow consumers into cyberspace. A staggering 46% of respondents reported experiencing financial fraud in the past 12 months.

Among those who fell victim to fraud, a significant 38% said it occurred on social media platforms, surpassing instances of fraud recorded through other channels such as websites, digital marketplaces, or shopping apps.

The study highlighted some growing concerns about children being exposed to online fraud. Eighty percent of consumers reported that children in their environment may struggle to distinguish between fraudulent attempts, and 67% indicated that they have witnessed a child being targeted during play or online shopping.

This concern comes at a time when children's access to digital trading tools is increasing. Thirty-three percent of parents in the UAE stated that their children can access phone payment apps or digital wallets.

When it comes to protecting against fraud during e-commerce, consumers tend to place more responsibility on institutions than on themselves. Thirty-six percent believe that banks and financial institutions should play a key role in protecting consumers, while the same percentage considers this responsibility to fall on regulatory bodies.

Thirty-four percent of consumers also view payment service providers as having primary responsibility in this area, whereas only 19% consider it the consumer's own responsibility to protect against fraud.

At the same time, consumers are calling for proactive measures that enhance their sense of security during payments. Sixty percent said receiving instant alerts from the bank or payment app when suspicious activity is detected gives them a greater sense of security, while 33% feel more comfortable seeing a familiar and trusted logo during the payment process.

Debajoti Sen, head of risk management for the Gulf Cooperation Council region at Visa, said that as e-commerce and social media shopping continue to grow, so do online financial fraud methods. Consumers see fraud protection as a shared responsibility, but they expect financial institutions, government agencies, and payment service providers to lead these efforts, which emphasizes the importance of designing secure payment systems from the ground up.

He added that as commerce moves toward more tech-driven experiences, the study shows consumers welcome the convenience and ease offered by technology in the shopping experience. However, they still approach the idea of completing purchases on their behalf with caution.