85% believe that artificial intelligence will play a pivotal role in protecting consumers from fraud in the future, but only 32% currently trust AI agents to complete purchases.

69% made direct purchases through social e-commerce platforms, and 38% of those who experienced fraud reported that the incident occurred via social media.

80% are concerned that children have difficulty recognizing scams, while 67% have experienced a child being scammed while playing games or shopping online.

Only 19% believe that consumers should bear the primary responsibility for protecting themselves from fraud while shopping online, while 60% believe that receiving alerts when suspicious activity is detected gives them a greater sense of security when paying online.

Dubai, UAE, June 9, 2026: Visa, the world leader in digital payments, has revealed the results of its annual “Stay Secure” study in the UAE, which highlights consumer awareness and behavior regarding digital commerce and fraud.

The study, conducted by Wakefield Research, showed that consumers in the UAE are increasingly relying on artificial intelligence tools in their daily shopping experiences, with trust and security remaining key factors when completing payments.

Artificial intelligence is reshaping the shopping experience

Artificial intelligence is becoming an increasingly important part of the consumer shopping experience, as the study showed that 85% of consumers in the UAE have used AI tools to help with shopping, whether to check product ratings and user reviews (60%), to compare prices (59%), or to get gift ideas (55%).

This trend reflects a widespread belief in the benefits of modern technologies, with 93% of respondents saying that AI-powered tools have made online shopping faster and easier than ever before. AI is also playing an increasingly important role in discovering new brands and stores, with 60% reporting that they regularly discover new brands or stores while shopping online.

Despite this interest, consumers remain more reserved when it comes to AI completing purchases on their behalf, with only 32% saying they trust AI agents to complete the payment process, which underscores the importance of building consumer trust in the era of AI-based commerce.

With the increasing use of artificial intelligence, consumers are increasingly viewing it as part of the solution to combat online fraud, with 57% believing it has made it easier to detect fraud, and 85% believing it will play a pivotal role in protecting consumers from fraud in the future.

The growth of commerce via social media is accompanied by a rise in the risk of fraud.

Shopping via social media platforms has become an established part of consumer behavior, as the study showed that 69% of consumers in the UAE have previously purchased products directly through social media platforms.

As digital commerce expands across new channels, the risk of fraud continues to haunt consumers in cyberspace, with 46% of respondents reporting that they had been victims of financial fraud in the past 12 months.

Among those who were victims of fraud, 38% said the incident occurred via social media, a percentage higher than fraud cases recorded via other platforms such as websites, digital marketplaces, or shopping apps.

Children are increasingly exposed to fraud while shopping and playing games online.

The study highlighted growing concerns about children being victims of online scams, with 80% of consumers reporting that children in their environment may have difficulty distinguishing between legitimate and fraudulent activities. Additionally, 67% indicated they had witnessed a child being scammed while playing games or shopping online.

This concern comes at a time when children are increasingly accessing digital commerce tools, with thirty-three percent (33%) of parents in the UAE stating that their children have access to mobile payment applications or digital wallets[OA1].

Consumers are looking to institutions to lead fraud protection efforts.

When it comes to protecting against fraud while shopping online, consumers tend to place the primary responsibility on institutions rather than themselves. Thirty-six percent (36%) believe that banks and financial institutions should play the main role in consumer protection, while the same percentage believe this responsibility lies with government agencies and regulatory bodies.

Thirty-four percent (34%) of consumers believe that payment service providers bear primary responsibility in this area, while only 19% believe that consumers themselves should bear primary responsibility for protection against fraud.

At the same time, consumers are demanding proactive measures to enhance their sense of security during payment processes, with 60% saying that receiving instant alerts from the bank or payment application when any 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.

In this regard, Debiagiotti Sen, Head of Risk Management for the GCC region at Visa, said:

"Visa's 'Stay Safe' study shows that as online shopping and social media commerce continue to grow, online financial fraud methods are also evolving. Consumers see fraud protection as a shared responsibility, but they expect financial institutions, government agencies, and payment service providers to lead these efforts, underscoring the importance of designing security-based payment systems from the ground up."

He added: “As commerce moves towards more technology-driven experiences, the study shows that consumers welcome the convenience and ease that these technologies offer in the shopping experience, but they are still wary of the idea of completing purchases on their behalf. Through Visa’s AI-powered commerce service, we are working to enable the next generation of digital commerce based on trust, control, and peace of mind.”

Regarding the "Stay Secure 2026" study:

Wakefield Research conducted the “Stay Safe” study, commissioned by Visa, between January and February 2026. The study surveyed 5,800 people over the age of 18 across 17 markets in Central and Eastern Europe, the Middle East and Africa, including Bahrain, Côte d'Ivoire, Egypt, Jordan, Kazakhstan, Kenya, Kuwait, Morocco, Nigeria, Oman, Pakistan, Qatar, Saudi Arabia, Serbia, South Africa, Ukraine and the United Arab Emirates.

Disclaimer

The study results reflect consumers' opinions and perceptions at the time the research was conducted, and are not indicative of future behavior or outcomes.

The results may vary depending on the country, demographic group, and market conditions within the regions covered by the study.

The study's findings are based on consumer observations and impressions and should not be considered professional guidelines regarding child safety or online behavior.

References to artificial intelligence refer only to supporting technologies and analytical insights. AI-based tools do not replace human judgment, nor do they constitute legal, financial, regulatory, or professional advice.

About Visa

Visa (NYSE: V) is a global leader in digital payments, facilitating transactions between consumers, merchants, financial institutions, and governments in more than 200 countries and territories. Visa’s mission is to connect the world through the most secure, innovative, convenient, and reliable payment network, empowering individuals, businesses, and economies to grow and prosper. At Visa, we believe that inclusive economies uplift everyone, everywhere, and we see expanding access to financial system solutions and services as fundamental to building the future of money flow. For more information, please visit   The following websites are Visa.com.

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