Consumer behaviour in the UAE is shifting at unprecedented speed as artificial intelligence becomes a central part of how people shop, according to new data released by Visa. The company’s latest survey, carried out between October 14 and 28 among 1,000 adults, shows that 80% of respondents now rely on AI for at least one stage of their shopping activity — from researching products to comparing prices or generating gift ideas.
Visa’s UAE Country Manager described the findings as evidence of a “fundamental reimagining of commerce,” reflecting how quickly digital adoption is reshaping the nation’s retail landscape.
External research supports this acceleration. A 2025 study by fintech platform Adyen found that 70% of UAE shoppers used AI-assisted tools this year, up sharply — by 44% — from 2024. Of those surveyed, 21% said they tried AI in shopping for the first time during the past year, and 62% expressed willingness to use AI-driven systems to complete actual purchases in the years ahead.
Consumers also report clear benefits from adopting digital tools. According to Adyen’s findings, 65% of AI users said the technology helps spark ideas when selecting items such as outfits, meals or gifts, while 14% credited AI with providing their most creative suggestions.
The shift is strongest among younger groups, but uptake among older consumers is rising quickly. Millennials (75%) and Gen Z (74%) lead usage, yet the most notable growth is among Generation X, where adoption jumped 49% year-on-year to reach 59%.
Payment behaviour is evolving alongside shopping habits. Research by PYMNTS Intelligence for Visa shows that 67% of UAE consumers used their mobile phones for their most recent retail purchase, a 23% rise compared to 2022. The widespread use of biometric verification and mobile shopping apps has helped position the UAE as a global frontrunner in smartphone-based retail.
The expansion of digital commerce is also shaping attitudes toward alternative payment methods. Visa’s survey indicates that most respondents would accept cryptocurrency as a gift, and many expect stablecoins — digital currencies designed with price stability — to gain relevance over the next decade.
This growing openness reflects a broader trend. A Mastercard survey in 2022 found that 88% of UAE residents had used at least one emerging payment method in the previous year, including digital cards, mobile wallets or fintech-based transfers. Traditional options such as cash-on-delivery continue to decline as digital platforms take centre stage.
Retailers are adjusting quickly, integrating more technology into physical stores. Many shoppers now browse online for reviews and comparisons while standing inside shops, prompting brands to introduce virtual try-on tools, AI-powered suggestions, QR-linked discounts and augmented-reality previews to enhance the in-store experience.
Visa’s findings, reinforced by industry-wide research, signal that the UAE is moving rapidly into a new era of retail — one centred on personalisation, digital payments and seamless integration between online and offline shopping.
