74% APAC Shoppers Use AI; Trust Deficit Stops Buys

The rise of AI in shopping across the Asia-Pacific region paints a complex picture, one where convenience clashes with enduring concerns over trust and transparency. A recent Visa and YouGov report reveals that while a substantial 74% of consumers now use AI tools for product discovery and research, a significant trust deficit persists, particularly when it comes to AI-driven checkout experiences. This isn't just about technical capability; it's about building genuine confidence in intelligent systems.

The AI Paradox: Adoption vs. Hesitation

AI has firmly embedded itself in the early stages of the shopping journey. From recommending products based on past purchases to tracking deliveries and comparing prices, AI is a common assistant for many. However, this comfort often evaporates as consumers approach the payment stage. A quarter (26%) of those surveyed expressed doubts about whether AI recommendations genuinely serve their best interests, highlighting a crucial need for explainable AI. People want to understand the "why" behind an AI's suggestion, not just the "what." This demand for clear logic and user control over data usage is becoming a significant factor in consumer acceptance. Businesses looking to implement AI should carefully tailor AI strategy to their organisation's needs, considering these user sentiments.

Interestingly, this caution isn't evenly distributed. More affluent and digitally advanced markets, such as Singapore (34%), Australia (38%), and New Zealand (37%), exhibit higher levels of skepticism. This suggests that consumers who are already highly exposed to digital commerce and are more privacy-aware tend to have elevated expectations regarding data integrity and security. Conversely, emerging markets like India and Vietnam show greater openness, with 42% of consumers willing to use AI for online purchases. This could be attributed to a different relationship with digital adoption, where the benefits of AI-driven convenience might outweigh nascent privacy concerns.

Security as the Cornerstone of Trust

The report underscores a critical point: enhanced security measures are paramount for wider AI adoption in commerce. Approximately 45% of respondents indicated they would be more receptive to AI-driven checkout experiences if there were demonstrably stronger payment security. This aligns with Visa's strategic focus on technologies like Tokenisation and Payment Passkeys. These innovations aim to reduce friction while simultaneously bolstering transaction security, directly addressing a core consumer apprehension.

"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."^ (Source: Visa Newsroom)

The implication for businesses is clear: mere functionality isn't enough. The next competitive edge in AI-enabled retail and payment platforms will hinge on robust transparency mechanisms. This includes explicit disclosures about data usage, clear explanations for AI recommendations, and secure, frictionless authentication processes. Without these foundational elements, the scalability of agentic commerce – where AI autonomously handles parts of the purchase journey – will be severely limited, regardless of its technical sophistication. This is a common theme; we've seen similar discussions around workers trusting AI less even as its usage increases.

What This Means for the Future of Shopping

The findings suggest a bifurcated future for AI in commerce. In some regions, rapid adoption will continue, driven by convenience and less entrenched privacy concerns. In others, a more measured approach will prevail, with consumers demanding higher standards of transparency and security. The challenge for companies is to navigate these varied expectations. For instance, while some might be comfortable with AI agents handling tasks, others might worry about scenarios where AI chatbots are not your friend.

Ultimately, the goal is to create a "digital concierge" experience that users trust implicitly. This means providing clear answers to questions like "How did it make that decision?" and "Who has access to my personal data?" Technologies that make this trust visible and verifiable, such as advanced authentication and clear data governance, will be crucial. As AI agents become more prevalent, from Google's 5 AI agents to transform work to those transforming HR departments, establishing this trust early on will be vital for their widespread success.

What's your perspective on balancing AI convenience with privacy concerns in online shopping? Share your thoughts in the comments below.