Singapore – While a majority of consumers in Asia-Pacific are using artificial intelligence (AI) to assist with shopping, concerns over trust and transparency remain a significant barrier at checkout, according to the latest report from Visa and YouGov.
Findings indicate that 74% of consumers rely on AI-powered tools to discover, track, or learn about products. However, 26% are unsure whether AI recommendations align with their best interests, signaling a demand for greater transparency and user control.
“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. “But as AI becomes part of the checkout experience, trust and control become even more important. Consumers want to understand how their data is being used and feel confident that every transaction is secure. Building that trust is what will determine whether AI-powered commerce can truly scale.”
The survey also found that caution toward AI-enabled shopping is more pronounced among affluent households, with 39% expressing higher expectations around data usage compared to 29% among lower-income groups. Similarly, digital-first markets such as Australia (38%), New Zealand (37%) and Singapore (34%) showed above-average caution.
While consumers are generally comfortable using AI to compare prices and understand product features, confidence declines when personal or payment information is involved. The study found that 32% of respondents were reluctant to share sensitive information with AI systems, and 45% said they would be more open to AI-driven commerce if provided stronger assurances around payment security.
“Consumers are ready for AI to play a more active role in shopping, and agentic commerce has already started scaling beyond concept and into daily life,” added T.R. Ramachandran. “For this shift to accelerate, trust and secure authentication must be in place. With solutions such as Tokenisation and Visa Payment Passkeys, Visa is delivering the seamless and secure experiences customers need — enabling people to shop with greater confidence as AI becomes a more natural part of everyday commerce.”
The survey also highlighted differences in AI adoption across markets. India and Vietnam showed the highest openness to agentic commerce, with 42% of consumers in each country willing to use AI for online purchases. In contrast, digitally mature markets such as Singapore (14%), Japan (14%) and New Zealand (16%) exhibited more caution, reflecting higher expectations for data protection, security, and personal control. Improved payment security was identified as the strongest factor in encouraging adoption in these markets.
