85% of consumers in UAE have used AI to assist with shopping, while 93% feel AI-powered tools make online shopping faster and easier.  

• 85% believe AI will play a critical role in protecting consumers from fraud in the future, but only 32% today trust AI agents to complete checkout.
• 69% have purchased directly through social commerce, while 38% of consumers who experienced scams report it happened on social media.
• 80% are concerned children struggle to recognize scams, and 67% have seen a child fall victim while gaming or shopping online.
• Only 19% believe consumers should be primarily responsible for protection against fraud when shopping online. Separately, 60% say alerts when something looks suspicious would help them feel more secure paying online.

Dubai, UAE – 9 June 2026 – Visa, a world leader in digital payments, today released the annual Stay Secure study in the UAE, which assesses consumer awareness and behaviors around digital commerce and fraud. This year’s edition, conducted by Wakefield Research, highlights how AI‑enabled shopping and social commerce are changing consumer behavior even as expectations around trust and protection remain firmly in place.