A new study shows that artificial intelligence is increasingly shaping online shopping behavior in Pakistan, with a majority of consumers now using AI tools to enhance their buying experience.
According to the annual Stay Secure study conducted by Wakefield Research for Visa, around 82% of shoppers in Pakistan have used AI tools during their shopping journeys.
These tools are commonly used for comparing prices (56%), finding gift ideas (47%), and checking product reviews or ratings (53%).
The study found that 93% of respondents believe emerging technologies, including AI-powered tools, have made online shopping faster and easier. It also revealed that 55% of users discover new brands or retailers while shopping online, highlighting AI’s growing influence on product discovery.
However, consumer trust remains a key challenge. Only 42% of respondents said they would trust AI agents to complete checkout transactions, indicating caution around fully automated purchases.
The report also noted that 65% of consumers believe AI helps them recognize scams more easily, while 87% expect AI to play a major role in preventing fraud in the future. Despite this, 55% of respondents reported experiencing a financial scam in the past year.
Among those affected, 44% said scams occurred through social media platforms, making it the most common channel compared to websites, marketplaces, or shopping apps.
The study further highlighted growing concerns around digital safety for children, with 77% of respondents saying children struggle to identify scams, and 33% reporting that a child had fallen victim to online fraud while gaming or shopping.
When asked about responsibility for fraud protection, 49% of consumers said payment providers and online marketplaces should take the lead, followed by regulators (36%) and banks (31%). Only 13% believed consumers themselves should bear primary responsibility.
Visa’s Senior Vice President and Group Country Manager for North Africa, Levant, and Pakistan, Leila Serhan, said consumers are increasingly adopting AI for convenience in shopping but remain cautious about allowing AI to complete transactions on their behalf as commerce moves toward more automated systems.
Earlier it was mentioned 90 percent now its 82 percent, the math keeps changing.