A YouGov survey, commissioned by Visa, reveals that 74% of consumers in the Asia Pacific (APAC) region are using artificial intelligence (AI) to enhance their shopping experiences. The study highlights a significant barrier at the checkout stage, where concerns about security and transparency are causing hesitation among shoppers.
The growing role of AI in shopping
As digital commerce and mobile-first shopping continue to surge across APAC, the research indicates that while consumers are comfortable using AI to browse, they draw the line when it comes to trusting the same technology to manage their financial and personal data.
“The way people shop is changing quickly, with AI now playing a growing role in how consumers discover and choose products,” said T.R. Ramachandran, head of products & solutions, Asia Pacific at Visa. He emphasised that as AI increasingly integrates into the checkout process, building trust and ensuring control over personal data become paramount.
Transparency and control: Key consumer demands
Despite the high usage rates of AI for product discovery, the survey found that 26% of consumers remain unsure whether AI recommendations truly serve their best interests.
This caution is notably higher amongst affluent consumers, with 39% of higher-income households expressing heightened concerns about data usage compared to 29% among lower-income groups. Markets like Australia, New Zealand, and Singapore showed particularly elevated levels of wariness.
These insights point to an urgent need for established frameworks that foster trust in AI-driven commerce. Visa aims to address this demand by providing a secure, scalable “trust layer” that connects consumers, AI agents, and merchants, through initiatives like Visa Intelligent Commerce and the Trusted Agent Protocol.
Checkout hesitancy: The barrier to adoption
The study reveals that while consumers are generally comfortable using AI to compare prices and product features, their confidence diminishes during transactions. About 32% are hesitant to share personal or payment information with AI systems.
Moreover, 45% indicated they would be more inclined to adopt AI-powered commerce if they received stronger assurances regarding payment security.
“Consumers are ready for AI to play a more active role in shopping, and agentic commerce is scaling beyond concept into daily life,” Ramachandran remarked.
To facilitate this shift, Visa is expanding solutions such as tokenisation and Payment Passkeys to ensure seamless and secure transactions.
Diverging attitudes across APAC markets
The survey findings also illustrate that consumer openness to AI-driven commerce varies significantly across the region. Emerging markets like India and Vietnam lead with approximately 42% of consumers eager to use AI for online purchases, reflecting strong interest in novel shopping approaches.
In contrast, consumers in more digitally developed economies, such as Singapore, Japan, and New Zealand, display greater reservations about AI-assisted shopping, with interest levels at just 14% to 16%.
This hesitancy underscores the necessity for enhanced data protection and security measures in these markets, with a focus on developing a secure ecosystem that fosters consumer confidence.
As the landscape of digital commerce in Asia Pacific evolves, the findings highlight that while consumers embrace AI for discovery, it is essential for businesses to prioritise trust and transparency at the checkout.
Moving forward, fostering secure, trusted environments will be key to unlocking the full potential of AI-powered retail experiences, ultimately benefiting both businesses and consumers alike.
