Visa Study: Qatari Consumers Embrace AI for Shopping Assistance, Yet Trust in Transactions Remains Low

A recent study commissioned by Visa found that an overwhelming majority of consumers in Qatar are utilizing artificial intelligence (AI) tools for shopping assistance. The "Stay Secure" study, conducted by Wakefield Research between January and February 2026, revealed that 90% of Qatari adults have engaged with AI for their purchasing needs. This high adoption rate shows a significant shift in consumer behavior, with AI becoming an integral part of the shopping journey for a vast segment of the population.

The research further indicated that 81% of respondents in Qatar anticipate AI will become key in safeguarding consumers from fraud in the future. This forward-looking perspective notes a strong belief in AI's potential to enhance security measures and protect consumers from digital threats. The full study involved a survey of 5,800 adults aged 18 years and older across 17 markets within the Central and Eastern Europe, Middle East, and Africa (CEMEA) region, providing a broad regional context for the findings specific to Qatar. The rigorous methodology, conducted by Wakefield Research, ensures the reliability and representativeness of the data collected.

AI Transforms Online Shopping Habits

Qatari consumers are increasingly integrating artificial intelligence into their shopping routines, with 60% utilizing AI tools specifically for comparing prices. This widespread use of AI for price comparison demonstrates a consumer-driven demand for efficiency and value in their purchasing decisions. Finding gift ideas is another significant application, with 58% of consumers in Qatar employing AI for this purpose, indicating AI's role in personalizing and simplifying the often-challenging task of gift selection. Additionally, 56% of Qatari consumers rely on AI to check reviews or product ratings before making a purchase, showcasing AI's utility in providing key information for informed buying choices. These statistics collectively paint a picture of AI as a versatile and indispensable tool throughout various stages of the shopping process.

The study indicates a strong perception that new technologies, including AI-powered tools, are enhancing the online shopping experience. A substantial 95% of respondents feel these innovations are making online shopping faster and easier. This near-universal agreement points to the tangible benefits consumers are experiencing, from quicker navigation to more streamlined transactions. The digital environment also plays a role in brand discovery, as 56% of consumers typically encounter new brands or retailers while shopping online. This suggests that online platforms and AI-driven recommendations are powerful avenues for businesses to reach new customers and expand their market presence.

Social media platforms have become a direct channel for commerce among Qatari consumers. Three-quarters, or 75%, of consumers in Qatar have purchased products directly through these platforms, noting the growing influence of social commerce. Despite the widespread adoption of digital tools and channels, consumer comfort during transactions remains a factor. A notable 35% of consumers expressed that they would feel more comfortable completing a purchase if they saw a familiar, trusted logo at checkout. This indicates that while consumers are embracing new technologies, established trust signals still play a critical role in reassuring them during the final stages of a transaction.

Concerns Over AI in Transactions and Scams

Despite the widespread adoption of AI for shopping assistance, consumer trust in AI-driven transactions remains comparatively low in Qatar. Only 28% of Qatari consumers surveyed indicated they would trust AI agents to finalize their checkout processes. This disparity between using AI for research and trusting it for final transactions suggests a cautious approach to fully autonomous AI involvement in financial dealings. The preference for human oversight or established security protocols for sensitive financial steps is evident.

The study also noted significant security concerns among consumers. A notable 33% of respondents reported experiencing a financial scam within the past 12 months. This statistic shows the widespread nature of online fraud and the constant threat consumers face in the digital landscape. Among those who encountered a scam, 50% stated that the incident occurred on social media platforms, showing the specific risks associated with these channels. The high incidence of scams on social media points to the need for increased vigilance and strong security measures on these widely used platforms.

Beyond personal experiences, the research revealed broader societal vulnerabilities to scams, particularly concerning younger demographics. According to the findings, 84% of consumers reported that children in their lives struggle to recognize scams. This alarming figure notes a critical gap in digital literacy and awareness among the youth. This concern is further substantiated by the fact that 60% of respondents witnessed a child fall victim to a scam while engaged in online gaming or shopping activities. The environments of online gaming and shopping, often less regulated and perceived as safe, are proving to be fertile ground for scammers targeting children.

The increasing digital access for children also contributes to these vulnerabilities. The Visa study found that 37% of parents in Qatar have children who possess access to mobile payment applications or digital wallets, potentially exposing them to financial risks. While convenient, this access necessitates greater parental guidance and technological safeguards to protect children from financial exploitation and fraud.

Defining Responsibility for Online Fraud

Regarding accountability for online shopping fraud protection, Qatari consumers hold differing views on who should bear the primary responsibility. According to the Visa study, 48% of respondents believe banks or financial institutions should be primarily accountable for safeguarding against online shopping fraud. This indicates a significant expectation for financial entities to implement strong security measures and consumer protections, given their central role in financial transactions. Consumers view banks as frontline defenders against financial crime.

A substantial portion of consumers also assign responsibility to governmental bodies. The study found that 39% of those surveyed believe government authorities or regulators should be primarily responsible for online shopping fraud protection. This suggests a desire for regulatory oversight and policy frameworks to combat digital financial crime effectively, ensuring a safe and fair online environment for all. This percentage reflects a public expectation for full, top-down protection from official bodies.

Additionally, 28% of respondents believe payment providers should be primarily responsible for online shopping fraud protection. This notes the key role payment processing companies play in securing transactions and preventing fraudulent activities, placing a significant onus on them to maintain high security standards. Conversely, a much smaller segment of the population attributes primary responsibility to individuals. Only 14% of consumers believe they themselves should hold the primary responsibility for online shopping fraud protection. This finding implies that most Qatari consumers expect external entities, rather than personal vigilance alone, to be the main defense against online fraud, showing a collective reliance on institutional safeguards.

Expert Insights on AI and Security

A recent Visa study indicates that 57% of consumers perceive AI as having made scams easier to recognize in the current landscape. This suggests that while AI can be exploited by fraudsters, it is also proving to be a valuable tool in empowering consumers to identify and avoid deceptive schemes. This positive perception of AI's role in scam detection points to its potential as a key component in future security strategies.

Regarding accountability for online fraud, 28% of respondents believe payment providers should bear the primary responsibility for protection, as previously noted. This figure, alongside the 48% who point to banks and financial institutions and the 39% who look to government authorities, illustrates a multi-faceted expectation of responsibility across various stakeholders in the digital ecosystem. The study also found that 58% of consumers would feel secure receiving real-time alerts from their bank or payment application when suspicious activity occurs. This strong preference for immediate notifications shows the importance of proactive security measures and transparent communication from financial service providers. Such alerts can empower consumers to act quickly, potentially preventing significant financial losses and enhancing their overall trust in digital transactions.