Artificial intelligence is rapidly reshaping the retail landscape in Qatar, with 90% of consumers now using AI-powered tools during their shopping journey, according to Visa’s latest Stay Secure study.
- Consumers Welcome AI Support but Remain Cautious About AI-Led Purchases
- AI Increasingly Seen as a Tool Against Fraud
- Social Commerce Gains Momentum Across Qatar
- Concerns Rise Over Children’s Exposure to Online Scams
- Consumers Expect Banks to Lead Fraud Protection Efforts
- Visa Highlights Need for Trust in AI-Powered Commerce
- About the Study
The research, conducted by Wakefield Research, highlights a growing reliance on AI for everyday purchasing decisions. Consumers primarily use these tools to compare prices (60%), discover gift ideas (58%), and check product reviews and ratings (56%).
Moreover, 95% of respondents believe emerging technologies, including AI, make online shopping faster and more convenient than ever before.
The study also found that AI is influencing product discovery. More than half of consumers (56%) regularly discover new brands and retailers while shopping online.
Consumers Welcome AI Support but Remain Cautious About AI-Led Purchases
Despite widespread adoption, consumers remain hesitant about allowing AI to complete transactions on their behalf.
Only 28% of respondents said they would trust AI agents to finalise purchases and handle checkout independently. This finding suggests that while consumers appreciate AI-driven recommendations, they still want direct control over payment decisions.
As the retail sector moves towards agentic commerce, trust remains a critical factor in broader adoption.
AI Increasingly Seen as a Tool Against Fraud
At the same time, consumers are beginning to view AI as an important defence against online fraud.
According to the study, 57% of respondents believe AI has already made scams easier to identify. Looking ahead, 81% expect AI to play a major role in protecting consumers from fraud.
This growing confidence reflects the increasing use of AI-driven security systems across digital payment platforms.
Social Commerce Gains Momentum Across Qatar
Shopping through social media platforms has become a mainstream consumer behaviour in Qatar.
The study revealed that 75% of consumers have purchased products directly through social media channels. However, the growth of social commerce has also created new opportunities for fraudsters.
Around 33% of respondents reported experiencing a financial scam during the past 12 months. Among scam victims, 50% said the incident occurred on social media platforms. This figure exceeds scam encounters reported on websites, online marketplaces, and shopping applications.
As a result, experts continue to stress the need for stronger security measures across digital commerce channels.
Concerns Rise Over Children’s Exposure to Online Scams
The report also highlights growing concerns about children’s vulnerability in the digital economy.
Nearly 84% of respondents said children in their lives struggle to recognise online scams. Furthermore, 60% reported that a child they know had fallen victim to a scam while gaming or shopping online.
These concerns come as access to digital payment tools expands among younger users. According to the study, 37% of parents in Qatar have children who can use mobile payment applications or digital wallets.
Consumers Expect Banks to Lead Fraud Protection Efforts
When asked who should take primary responsibility for preventing fraud, consumers placed the greatest trust in financial institutions.
Almost 48% said banks and financial institutions should lead fraud prevention efforts. Meanwhile, 39% pointed to government authorities and regulators, while 28% selected payment providers.
In contrast, only 14% believed consumers themselves should carry the primary responsibility.
Consumers also want more visible security measures. Around 58% said real-time fraud alerts from banks or payment applications would increase their sense of security. Additionally, 35% said they feel more confident when a trusted and familiar payment logo appears during checkout.
Visa Highlights Need for Trust in AI-Powered Commerce
Commenting on the findings, Dibyajyoti Sen, Head of Risk for GCC at Visa Inc., said online shopping and social commerce continue to expand rapidly, while fraud schemes are becoming more sophisticated.
He noted that consumers view fraud prevention as a shared responsibility. However, they still expect banks and payment providers to play the leading role in protecting transactions.
Sen added that consumers welcome the convenience AI brings to shopping. Nevertheless, many remain cautious about allowing AI systems to make purchases on their behalf. He said Visa’s Intelligent Commerce platform aims to support the next phase of AI-driven commerce through stronger trust, transparency and consumer control.
About the Study
Visa commissioned the Stay Secure study, which Wakefield Research conducted between January and February 2026.
The survey gathered responses from 5,800 adults aged 18 and above across 17 markets in Central and Eastern Europe, the Middle East and Africa (CEMEA). The countries included Qatar, the UAE, Saudi Arabia, Bahrain, Kuwait, Oman, Egypt, Jordan, Morocco, South Africa, Kenya, Nigeria, Pakistan, Kazakhstan, Serbia, Côte d’Ivoire and Ukraine.
