91% of Egyptians Use AI Tools for Shopping, Visa Study Finds

A new study commissioned by Visa reveals that 91 percent of Egyptian consumers are turning to artificial intelligence tools to assist with their online shopping. The data, part of Visa's annual Stay Secure study, underscores a rapid shift in consumer behavior and digital commerce adoption across the country.

According to the findings, an overwhelming 97 percent of Egyptian participants feel that AI-powered assistants make the online shopping experience both faster and easier. Consumers increasingly rely on these technologies for tasks such as comparing prices, reading reviews, and receiving personalized product recommendations.

Despite the high adoption rates for browsing and product discovery, the study uncovers a significant trust gap at the final stage of the purchasing journey. While 88 percent of respondents believe AI will eventually play a critical role in protecting them from fraud, only 38 percent currently trust an AI agent to handle the actual checkout and payment process.

The research also highlights the prevalence of social commerce, with 85 percent of consumers reporting direct purchases through social media platforms. However, this comes with heightened risks; nearly half of those who have encountered scams stated that the incidents occurred on social media. Furthermore, 91 percent expressed concern about children's ability to identify online scams, noting that 61 percent have witnessed a young person fall victim to fraud while gaming or shopping online.

When it comes to digital security, the majority of Egyptian consumers feel the burden of fraud protection should not fully rest on their shoulders. Only 13 percent believe individuals should be primarily responsible for their own protection. Instead, 64 percent indicated that receiving real-time alerts about suspicious activity would significantly increase their confidence and sense of security when paying online. The broader study, conducted by Wakefield Research in early 2026, surveyed 5,800 adults across the Middle East, Central Europe, and Africa.