55% of Pakistanis Hit by Financial Scams: Visa Stay Secure survey

Artificial intelligence is becoming a trusted shopping assistant for millions of Pakistanis, helping them compare prices, discover products, and make purchasing decisions. However, a new study shows that while consumers are increasingly embracing AI-powered tools, concerns about online fraud remain widespread.

According to Visa’s annual Stay Secure survey, 55% of Pakistani consumers experienced some form of financial scam during the past 12 months. At the same time, 82% reported using AI tools during their online shopping journey, highlighting a growing reliance on technology in digital commerce.

The findings underscore a significant shift in consumer behavior. AI is becoming a key part of the shopping experience, but trust in fully automated transactions remains limited.

AI Becomes a Popular Shopping Companion

The survey found that AI tools are now playing a major role in helping consumers make purchasing decisions.

Among respondents, 56% said they use AI to compare prices across products and retailers. Another 53% rely on AI-powered tools to review customer ratings and feedback before making purchases. Meanwhile, 47% use AI to generate gift ideas and product recommendations.

The growing popularity of these tools reflects changing consumer expectations. Shoppers increasingly want faster, more personalized experiences and are turning to AI to simplify decision-making.

In fact, 93% of survey participants said technologies such as AI-powered shopping assistants have made online shopping faster and easier.

Another notable finding was AI’s influence on product discovery. Around 55% of respondents said they had discovered new brands, retailers, or products through AI-assisted shopping experiences.

This suggests that AI is not only helping consumers make decisions but also reshaping how businesses reach potential customers.

Consumers Still Hesitant About AI Handling Payments

Despite widespread adoption of AI shopping tools, Pakistani consumers remain cautious when it comes to handing over complete control of transactions.

Only 42% of respondents said they would trust an AI agent to complete the checkout process on an e-commerce platform.

The gap between AI usage and trust highlights an important reality: consumers are comfortable receiving recommendations from AI but remain wary of allowing algorithms to execute financial transactions on their behalf.

This hesitation is likely influenced by persistent concerns about data privacy, payment security, and the growing threat of digital fraud.

As AI-powered shopping agents become more sophisticated, building consumer trust may become one of the biggest challenges for retailers, fintech firms, and payment providers.

Financial Fraud Remains a Major Concern

The survey paints a concerning picture of Pakistan’s digital security landscape.

More than half of respondents reported experiencing a financial scam during the past year, indicating that fraud remains one of the biggest obstacles to building confidence in digital commerce.

Among those who encountered fraud, 44% said the scam originated through social media platforms. This was higher than the number of respondents who reported being targeted through websites, online marketplaces, or shopping applications.

Why Social Media Is Becoming a Fraud Hotspot

The rise of social commerce has blurred the line between social networking and online shopping.

Consumers increasingly discover products through social media advertisements, influencer recommendations, and marketplace listings. However, cybercriminals are also exploiting these platforms through fake stores, phishing links, fraudulent promotions, and impersonation scams.

The survey findings suggest that social media has become one of the most significant channels for financial fraud, making consumer awareness and platform accountability more important than ever.

Can AI Help Fight Online Scams?

Interestingly, while consumers remain cautious about AI handling payments, many believe the technology can play an important role in fighting fraud.

The study found that 65% of respondents believe AI has already made scams easier to identify.

Furthermore, 87% expect AI to play a significant role in protecting consumers from fraud in the future.

Modern AI systems are already being used globally to detect unusual transactions, identify fraudulent behavior patterns, and flag suspicious activity before consumers suffer financial losses.

Children Emerging as a Vulnerable Target

The survey also revealed concerns about children’s ability to recognize online threats.

Around 77% of respondents said children in their lives struggle to identify scams and fraudulent online activity.

Even more concerning, 33% reported that a child they knew had fallen victim to fraud while gaming or shopping online.

As digital wallets, mobile payment applications, and online gaming platforms become more common among younger users, experts warn that cybercriminals may increasingly target children through deceptive offers and fake promotions.

The study found that 44% of Pakistani parents have children with access to mobile payment apps or digital wallets, raising fresh questions about digital literacy and parental controls.

Who Should Protect Consumers?

When asked who should bear the primary responsibility for protecting consumers against online shopping fraud, respondents pointed to industry stakeholders rather than individual users.

Nearly half (49%) said payment providers and online marketplaces should take the lead in preventing fraud.

Government regulators ranked second at 36%, while 31% identified banks and financial institutions as primarily responsible.

Only 13% believed consumers themselves should carry the main responsibility for protecting against online scams.

The findings suggest that consumers expect stronger safeguards from the organizations that facilitate digital transactions.

Growing Digital Commerce Requires Stronger Security

Commenting on the survey, Visa’s Senior Vice President and Group Country Manager for North Africa, Levant and Pakistan, Leila Serhan said consumers are increasingly embracing the convenience offered by AI-supported shopping while remaining cautious about allowing the technology to conduct transactions independently.

Her remarks reflect the broader message emerging from the report: AI is rapidly transforming online shopping, but trust remains a work in progress.

What This Means for Pakistan

Pakistan’s digital economy is expanding quickly, fuelled by rising smartphone adoption, growing e-commerce activity, and increasing use of digital payment platforms. AI-powered shopping tools are likely to become even more common as consumers seek convenience and personalized experiences.

However, the survey highlights a parallel challenge. Fraud continues to undermine confidence in digital commerce, particularly on social media platforms where many consumers discover products.

For businesses, payment providers, and regulators, the message is clear: technological innovation must be accompanied by stronger security measures and consumer education.

The future of AI-driven commerce in Pakistan may depend not only on how smart these tools become, but also on how effectively they can earn and maintain consumer trust.