Canonical URL: https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/ --- description: Visa’s Serbia research examines AI-assisted shopping, gift discovery, social-commerce scams and expectations of payment institutions. title: Visa Stay Secure 2026: AI Gift Discovery and Payment Safety in Serbia image: https://giftcard.news/images/social/v1/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-c39687ef96f46d052d6733537d1c96bb.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # Visa Stay Secure 2026: AI Gift Discovery and Payment Safety in Serbia Visa’s Serbia research examines AI-assisted shopping, gift discovery, social-commerce scams and expectations of payment institutions. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) June 11, 2026 1 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fvisa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Visa%20Stay%20Secure%202026%3A%20AI%20Gift%20Discovery%20and%20Payment%20Safety%20in%20Serbia "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fvisa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Visa%20Stay%20Secure%202026%3A%20AI%20Gift%20Discovery%20and%20Payment%20Safety%20in%20Serbia%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fvisa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Visa logo displayed in the original source article header](https://giftcard.news/images/variants/v1/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed-w1200.webp) Photo: Source: rs.visa.com [Visa](https://giftcard.news/company/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. ## Sources and documents ExpandCollapse * [Visa finds AI gift discovery gaining ground in Serbia](https://rs.visa.com/about-visa/newsroom/press-releases/stay-secure-study-serbia-en.html?utm%5Fsource=giftcard.news) — rs.visa.com ## In this article ### Companies * [Visa](https://giftcard.news/company/visa/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fvisa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Visa%20Stay%20Secure%202026%3A%20AI%20Gift%20Discovery%20and%20Payment%20Safety%20in%20Serbia "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fvisa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Visa%20Stay%20Secure%202026%3A%20AI%20Gift%20Discovery%20and%20Payment%20Safety%20in%20Serbia%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fvisa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Oliver Reed](https://giftcard.news/images/variants/v1/oliver-reed-editorial-portrait-w320.webp) About the author ## [Oliver Reed](https://giftcard.news/author/oliver-reed/) Journalist — Industry Deals & Research Oliver Reed covers industry acquisitions, investment and market research for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [AI Can Shop for You. Can It Spend Your Gift Cards?](https://giftcard.news/research-trends/ai-can-shop-for-you-can-it-spend-your-gift-cards/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 17 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Gift Card Fraud in the United States](https://giftcard.news/research-trends/gift-card-fraud-in-the-united-states/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 66 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Can You Cash Out Your Gift Card? A State-by-State Guide](https://giftcard.news/research-trends/can-you-cash-out-your-gift-card-state-by-state-guide/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 17, 2026 79 min ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","logo":{"@type":"ImageObject","url":"https://giftcard.news/brand/giftcard-news-logo.svg"}},{"@type":"Person","@id":"https://giftcard.news/author/oliver-reed/#person","name":"Oliver Reed","url":"https://giftcard.news/author/oliver-reed/","description":"Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.","jobTitle":"Journalist — Industry Deals & Research","image":{"@type":"ImageObject","url":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","width":256,"height":256,"caption":"Illustrated portrait representing the Oliver Reed editorial profile."}},{"@type":"ImageObject","url":"https://giftcard.news/images/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed.webp","contentUrl":"https://giftcard.news/images/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed.webp","width":1200,"height":800,"@id":"https://giftcard.news/images/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed.webp#image"},{"@type":"NewsArticle","@id":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/#article","url":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/","headline":"Visa Stay Secure 2026: AI Gift Discovery and Payment Safety in Serbia","description":"Visa’s Serbia research examines AI-assisted shopping, gift discovery, social-commerce scams and expectations of payment institutions.","datePublished":"2026-06-11T00:00:00.000Z","dateModified":"2026-06-11T00:00:00.000Z","inLanguage":"en","mainEntityOfPage":{"@id":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/#webpage"},"isPartOf":{"@id":"https://giftcard.news/#website"},"isAccessibleForFree":false,"hasPart":{"@type":"WebPageElement","isAccessibleForFree":false,"cssSelector":".reader-restricted"},"image":[{"@type":"ImageObject","url":"https://giftcard.news/images/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed.webp","contentUrl":"https://giftcard.news/images/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed.webp","width":1200,"height":800,"@id":"https://giftcard.news/images/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed.webp#image"}],"articleSection":"Research & Trends","keywords":["Visa"],"mentions":[{"@type":"Organization","@id":"https://giftcard.news/company/visa/#entity","name":"Visa","url":"https://giftcard.news/company/visa/"}],"wordCount":148,"citation":["https://rs.visa.com/about-visa/newsroom/press-releases/stay-secure-study-serbia-en.html"],"author":[{"@id":"https://giftcard.news/author/oliver-reed/#person"}],"publisher":{"@id":"https://giftcard.news/#publisher"}},{"@type":"WebPage","@id":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/#webpage","url":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/","name":"Visa Stay Secure 2026: AI Gift Discovery and Payment Safety in Serbia","description":"Visa’s Serbia research examines AI-assisted shopping, gift discovery, social-commerce scams and expectations of payment institutions.","inLanguage":"en","isPartOf":{"@id":"https://giftcard.news/#website"},"mainEntity":{"@id":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/#article"},"breadcrumb":{"@id":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/#breadcrumbs"},"primaryImageOfPage":{"@id":"https://giftcard.news/images/visa-stay-secure-2026-ai-gift-discovery-payment-safety-serbia-logo-displayed.webp#image"}},{"@type":"BreadcrumbList","@id":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/#breadcrumbs","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://giftcard.news/"},{"@type":"ListItem","position":2,"name":"Research & Trends","item":"https://giftcard.news/research-trends/"},{"@type":"ListItem","position":3,"name":"Visa Stay Secure 2026: AI Gift Discovery and Payment Safety in Serbia","item":"https://giftcard.news/research-trends/visa-finds-ai-gift-discovery-gaining-ground-in-serbia-5af6b02c88c6/"}]}]} ```