Study highlights rapid rise of AI-driven shopping and growing concerns over trust, fraud risks, and digital payment safety in Pakistan.
Karachi: A new study released by Visa has revealed that a significant majority of consumers in Pakistan are now using artificial intelligence (AI) to support their online shopping activities, while concerns over trust and fraud prevention remain a major challenge in digital commerce.
According to Visa’s annual Stay Secure Study 2026, conducted by Wakefield Research, around 82% of consumers in Pakistan have used AI tools during their shopping journey. These tools are commonly used for comparing prices, finding gift ideas, and checking product reviews or ratings.
The report found that 93% of respondents believe AI-powered tools make online shopping faster and easier, while 55% say they often discover new brands through online platforms. Despite this growing reliance on technology, only 42% of consumers currently trust AI systems to complete purchases on their behalf.
The study also highlighted the rapid expansion of social commerce in Pakistan, with 82% of consumers reporting that they have made purchases directly through social media platforms. However, this trend has also increased exposure to online scams, with 44% of those who experienced fraud reporting incidents occurring on social media.
Concerns about digital safety extend beyond adults, as 77% of respondents expressed worry that children struggle to identify online scams. Additionally, 33% reported that a child in their household had fallen victim to fraud while gaming or shopping online.
The findings further show that consumers place greater responsibility for fraud protection on institutions rather than individuals. About 49% believe payment providers and online marketplaces should take primary responsibility, followed by government authorities and financial institutions.
Despite rising concerns, 87% of respondents believe AI will play a critical role in preventing fraud in the future. Around 51% said real-time alerts from banks or payment systems would increase their confidence in online transactions.
Visa said the findings reflect a clear shift toward AI-driven commerce, where convenience is increasing but trust remains the key factor influencing adoption.
The report also emphasized the importance of secure digital ecosystems as AI and social commerce continue to reshape consumer behavior in Pakistan and across emerging markets.
