Visa's 2026 Stay Secure study in Serbia found that 78% of respondents had used artificial intelligence while shopping. Gift discovery was a significant use: 54% sought gift ideas, compared with 56% who compared prices and 41% who checked reviews.

The Wakefield Research study, released on June 11, showed a gap between assistance and payment authority. Although 90% believed AI tools made online shopping easier and faster, only 9% would let an AI agent complete checkout.

Social commerce brought a separate security concern. Some 57% had bought directly through social platforms. Among respondents who had experienced a scam, 45% said it occurred on social media; 30% reported a financial scam within the preceding year.

Consumers also wanted institutions to provide more protection. Seventy-two percent said alerts about suspicious activity would increase their confidence. Visa said the findings highlighted the need to build trust alongside adoption of new shopping tools.