Visa research shows that a large majority of UAE shoppers, about 85 percent, are now using artificial intelligence tools to assist them with decisions and purchases in online retail environments.
Visa Research Indicates 85% of UAE Consumers Turn to AI for E-Commerce Shopping.
AI and Social Commerce Transform Online Shopping Habits in the UAE, Visa Study Finds
A growing share of consumers in the UAE are increasingly relying on artificial intelligence tools to guide and enhance their online shopping experiences, according to a new study conducted by Visa. The research highlights a rapid shift in digital consumer behaviour, where AI is becoming a regular part of how people browse, evaluate, and purchase products across e-commerce platforms.
The findings indicate that a significant majority of residents now incorporate AI-driven tools into their shopping journeys. These tools are commonly used to assist with a variety of tasks such as reading and analysing product reviews, checking ratings, and making more informed purchasing decisions. The study suggests that AI is no longer a niche feature but has become embedded in mainstream online retail behaviour.
According to Visa’s annual “Stay Secure” report, approximately 85 percent of consumers in the UAE have used artificial intelligence in some form while shopping online. This demonstrates a high level of adoption across the population and reflects the growing trust in digital technologies to simplify everyday purchasing decisions.
The study also reveals a strong perception among users regarding the benefits of AI in online retail. A large proportion of respondents—around 93 percent—believe that AI-powered tools significantly improve the shopping experience by making it faster, more convenient, and easier to navigate. Many users feel that AI reduces the time spent searching for products and helps streamline decision-making by presenting more relevant options.
One of the most common uses of AI among UAE shoppers is the evaluation of product feedback. Around 60 percent of respondents said they rely on AI tools to interpret customer reviews or assess product ratings before making a purchase. This reflects a growing tendency among consumers to seek more structured and summarised insights from large volumes of online feedback, rather than manually reading through individual reviews.
Another major application of AI in the shopping process is price comparison. The report shows that approximately 59 percent of consumers use AI-enabled systems or tools to compare prices across different platforms. This allows shoppers to identify better deals, evaluate value for money, and make more cost-effective decisions without having to visit multiple websites or applications.
In addition, AI is increasingly being used for inspiration and product discovery. About 55 percent of respondents indicated that they turn to AI tools when searching for gift ideas, suggesting that artificial intelligence is playing a role not only in decision-making but also in helping consumers explore new possibilities and uncover relevant products they might not have considered otherwise.
The study also highlights AI’s growing influence in helping consumers discover new brands and retailers. Around 60 percent of participants said they often encounter new businesses while shopping online, with AI-driven recommendation systems playing a key role in exposing users to unfamiliar products and emerging market players. This suggests that AI is not only supporting purchasing decisions but also shaping consumer exposure to the wider retail ecosystem.
Alongside the growing adoption of AI, the report notes a parallel rise in the popularity of social commerce in the UAE. Social media platforms are increasingly being used as direct shopping channels, with 69 percent of consumers reporting that they have purchased products directly through social media applications. This trend reflects a shift in consumer behaviour, where browsing, engagement, and purchasing are becoming more integrated within a single digital environment.
The rise of social commerce is closely linked to the influence of digital content creators, targeted advertisements, and in-app shopping features. Many users now discover products through social media feeds, influencer recommendations, and sponsored posts, which can lead directly to in-app purchases without the need to leave the platform. This seamless integration of content and commerce has contributed to the rapid growth of social shopping in the region.
Despite the increasing reliance on AI in the shopping process, the study reveals that consumers remain cautious about fully delegating financial transactions to automated systems. While AI is widely trusted for research, comparison, and recommendation purposes, confidence drops when it comes to payment execution.
According to the findings, only about 32 percent of respondents said they would feel comfortable allowing AI agents to complete purchases or handle checkout processes on their behalf. This indicates that while consumers are open to AI-assisted decision-making, many still prefer to retain direct control over final financial transactions.
The report suggests that trust remains a key factor influencing the extent to which AI can be integrated into e-commerce workflows. Consumers appear willing to rely on artificial intelligence for guidance and support, but they are more hesitant when it comes to granting full autonomy over spending decisions.
In addition to consumer convenience and digital adoption, the study also examines the role of AI in enhancing online security. Fraud prevention and scam detection are becoming increasingly important concerns as digital transactions continue to grow across the UAE.
Visa’s findings indicate that 57 percent of consumers believe artificial intelligence has already made it easier to identify fraudulent activity and online scams. This perception reflects growing awareness of AI-based security tools that can detect unusual behaviour, flag suspicious transactions, and help protect users from potential fraud.
Looking ahead, confidence in AI’s role in cybersecurity appears to be even stronger. A significant majority of respondents—around 85 percent—believe that artificial intelligence will play a crucial role in safeguarding consumers from fraud in the future. This suggests that AI is not only seen as a convenience tool but also as an essential layer of protection in the evolving digital economy.
The study highlights a broader shift in how consumers view technology in their daily lives. AI is increasingly being perceived as a supportive assistant that enhances both efficiency and safety in online environments. From product discovery and price comparison to fraud detection and personalised recommendations, artificial intelligence is becoming deeply integrated into the shopping experience.
At the same time, the rapid rise of social commerce indicates that consumer habits are evolving beyond traditional e-commerce platforms. Shopping is becoming more interactive, more embedded in social experiences, and more influenced by digital communities and real-time content.
Overall, the findings from Visa’s research paint a picture of a digitally mature consumer base in the UAE that is highly engaged with emerging technologies. While enthusiasm for AI-driven tools is strong, particularly in areas such as research and discovery, consumers continue to maintain a cautious approach when it comes to financial autonomy and transaction security.
As both AI and social commerce continue to expand, the UAE retail landscape is expected to become even more digitally driven, with technology playing an increasingly central role in shaping how consumers shop, decide, and protect themselves online.
Growing scam risks
Rising Social Commerce in the UAE Brings Convenience Alongside Growing Fraud Concerns, Visa Study Shows
The rapid growth of shopping through social media platforms in the UAE is reshaping consumer behaviour, offering greater convenience while also introducing new risks related to online fraud. According to a recent Visa study, a significant portion of residents are now purchasing products directly through social networking applications, reflecting how digital commerce is increasingly shifting away from traditional e-commerce websites and toward more integrated social platforms.
The report found that around 69 percent of consumers in the UAE have made purchases directly through social media channels. This trend highlights the growing influence of platforms where content, advertising, and shopping are closely connected, allowing users to discover and buy products without leaving the app environment. While this convenience has contributed to increased engagement in online shopping, it has also raised concerns about the safety and security of digital transactions.
Alongside this rise in social commerce, the study points to a corresponding increase in exposure to fraudulent activity. Nearly half of consumers surveyed—approximately 46 percent—reported that they had encountered a financial scam within the past year. This suggests that as digital commerce expands, so too does the surface area for potential fraud attempts targeting online users.
The findings indicate that social media platforms are among the most common environments where scams occur. Of those respondents who said they had been victims of fraud, about 38 percent identified social media as the channel where the incident took place. This proportion was higher than those who reported scams originating from other digital sources such as standalone websites, online marketplaces, or dedicated shopping applications.
This data suggests that while social media has become a popular and convenient shopping destination, it also presents heightened risks due to the ease with which fraudulent advertisements, impersonation accounts, and misleading promotional content can be distributed. The interactive and fast-paced nature of social platforms may make it more challenging for users to verify the authenticity of sellers and offers before making a purchase.
The report also draws attention to a particularly concerning issue: the vulnerability of children in digital environments. As online access becomes increasingly widespread among younger users, the risks associated with scams and deceptive content have grown more pronounced.
A large majority of respondents—around 80 percent—indicated that children in their households or social circles struggle to identify fraudulent activity online. This highlights a significant gap in digital awareness among younger users, who may lack the experience or critical thinking skills needed to distinguish between legitimate and suspicious online offers.
Even more concerning, approximately 67 percent of participants reported that they were aware of at least one instance in which a child had fallen victim to a scam while engaging in online gaming or shopping activities. These incidents underscore the potential dangers that exist in digital spaces where children are active participants, particularly in environments that combine entertainment with financial transactions or in-app purchases.
The growing accessibility of digital payment systems among younger users adds another layer of complexity to the issue. The study found that about 33 percent of parents in the UAE have children who are able to access mobile payment applications or digital wallets. This level of access enables minors to make purchases independently, but it also increases their exposure to potential fraud or unauthorized spending.
As digital ecosystems evolve, children are increasingly interacting with platforms that integrate gaming, social interaction, and commerce. While these systems offer convenience and engagement, they also create opportunities for malicious actors to exploit inexperienced users through fake offers, phishing attempts, or misleading in-game purchases.
The report suggests that the combination of social commerce expansion and increased digital access among younger users is creating a more complex risk environment. Consumers are benefiting from faster and more seamless shopping experiences, but they are also facing a wider range of threats that require greater awareness and protective measures.
Industry experts emphasize that trust remains a critical factor in the continued growth of digital commerce. While consumers are generally comfortable using technology to discover products, compare prices, and complete purchases, concerns about fraud and security continue to influence how they interact with automated systems and online platforms.
Commenting on these trends, Dibyajyoti Sen, Head of Risk for the GCC region at Visa, noted that the evolution of commerce is increasingly being shaped by artificial intelligence and automated systems. He explained that as shopping experiences become more advanced and AI-driven, consumers are embracing the convenience these technologies provide, particularly in terms of personalization and efficiency.
However, he also highlighted that many users remain cautious about allowing artificial intelligence to complete transactions independently on their behalf. While AI tools are widely accepted as assistants in the shopping journey, there is still hesitation when it comes to granting them full authority over payment decisions and final purchases.
Sen emphasized that building trust is essential for the future of digital commerce. As new technologies such as AI agents become more integrated into shopping experiences, ensuring transparency, control, and user confidence will be key to widespread adoption.
Visa, through its initiatives such as Visa Intelligent Commerce, aims to address these concerns by developing systems that prioritize security and consumer protection. The goal, according to the company, is to create a more secure digital commerce environment where users can benefit from advanced technologies without compromising safety or control over their financial decisions.
The broader implication of these findings is that the digital shopping landscape in the UAE is undergoing rapid transformation. Social media platforms are no longer just communication or entertainment tools; they have become fully integrated commercial ecosystems where users can browse, engage, and purchase products seamlessly.
At the same time, the rise in fraud cases highlights the importance of strengthening digital literacy and awareness among consumers of all ages. As more financial transactions move online, understanding how to identify scams, verify sellers, and protect personal information is becoming increasingly important.
For families, the issue is particularly urgent when it comes to children’s online activity. With increasing access to gaming platforms, shopping apps, and digital wallets, young users are more exposed than ever to potential risks. This makes parental guidance, platform safeguards, and educational initiatives essential components of a safer digital environment.
Overall, the Visa study paints a picture of a rapidly evolving digital economy in which convenience and risk are closely intertwined. While social commerce and AI-powered shopping tools are making it easier for consumers to discover and purchase products, they are also creating new challenges in terms of fraud prevention and user protection.
As the UAE continues to embrace digital transformation, the balance between innovation and security will remain central to the development of its e-commerce ecosystem. Ensuring that consumers can shop confidently while staying protected from emerging threats will be a key priority for both industry players and regulatory stakeholders in the years ahead.
