Visa Study: 77% of Ukrainians already use artificial intelligence for shopping, but trust remains the deciding factor at checkout, according to new Visa research

Nine in ten respondents in Ukraine say AI-powered tools make online shopping faster and easier, while 77% believe AI will play a critically important role in protecting consumers from fraud in the future.

KYIV, 23 June 2026 — Visa, a world leader in digital payments, today released findings from its annual Stay Secure study in Ukraine, which explores consumer behavior in online shopping as well as awareness of digital payments and fraud. The survey, conducted by Wakefield Research, shows that as AI technologies and social commerce continue to evolve, Ukrainian consumers are embracing new shopping behaviors while maintaining consistently high expectations around payment security and protection.

Consumers are actively using AI throughout the shopping journey

Ukrainians are increasingly integrating artificial intelligence into the shopping journey. Seventy-seven percent have already used AI as a shopping assistant — from finding gift ideas (54%) and comparing prices (47%) to checking reviews and product ratings (43%).

The appeal is clear: nine in ten respondents say new technologies, including AI-powered tools, make online shopping much faster and easier. AI is also influencing product discovery, with nearly two in five consumers (38%) saying they have already discovered new brands or products through AI.

At the same time, consumers are more cautious when it comes to allowing transactions to be completed on their behalf. Today, only 10% of Ukrainians say they would trust an AI agent to make a payment for them — underscoring the importance of building trust in the era of agentic commerce.

As artificial intelligence continues to advance, consumers increasingly see it as a critical tool in the fight against fraud. Fifty-nine percent of Ukrainians believe AI already helps make scams easier to recognize today, while 77% believe it will play a critically important role in protecting consumers from bad actors in the future.

Social Commerce is Growing but so are Scam Risks

Shopping through social platforms has become mainstream: 58% of consumers in Ukraine have already purchased products directly via social media. At the same time, 65% of Ukrainians reported that they had not experienced financial fraud over the past 12 months. Among those who did report such incidents, social media was the most commonly cited channel.

Children may be especially vulnerable

The research also shows that Ukrainian parents are taking a responsible approach to children's digital safety. Nearly half of respondents (46%) said their children do not have access to mobile payment apps or digital wallets, while 58% reported they had not encountered cases where a child in their lives had fallen victim to fraud while gaming or shopping online. At the same time, 82% of Ukrainians believe it remains difficult for children to recognize fraudulent schemes online.

Consumers expect institutions to take the lead in fraud protection

When it comes to fraud protection, Ukrainians look first to institutions. Thirty-eight percent say the primary responsibility for security should rest with banks or financial institutions, 32% entrust primary responsibility to online marketplaces, while one in four place that responsibility on government authorities or regulators and  payment providers. Only 17% believe consumers themselves should bear the main responsibility for fraud protection.

Consumers also expect proactive security measures. Seventy percent say they would feel safer receiving real-time alerts from their bank or payment app about suspicious transactions, while 41% would feel more comfortable using fingerprint or facial recognition instead of a password to make a payment.

“The Visa Stay Secure study shows that as online shopping and social commerce continue to grow rapidly, consumer expectations around security are rising as well. Ukrainians see fraud protection as a shared responsibility, while assigning a leading role to financial institutions, public authorities and payment providers. This reinforces that security must be designed into financial solutions from the outset,” said Larisa Makarova, Senior Director, Head of Risk for Visa in Eastern and Southeastern Europe, Central Asia and the Caucasus. — “Commerce is being rapidly reshaped by AI-powered payment experiences, and Stay Secure research shows that Ukrainian consumers appreciate the convenience AI brings to online shopping. But security and trust remain the factors that matter most. That is why, through Visa Intelligent Commerce, we are helping shape a new era of commerce where consumers benefit from greater protection, control and confidence.”

About the Stay Secure 2026 study

The Stay Secure study was commissioned by Visa and conducted by Wakefield Research from January to February 2026. It surveyed 5,800 adults across 17 CEMEA markets: Bahrain, Egypt, Jordan, Kazakhstan, Qatar, Kenya, Côte d’Ivoire, Kuwait, Morocco, Nigeria, the United Arab Emirates, Oman, Pakistan, South Africa, Saudi Arabia, Serbia and Ukraine.

Visa Stay Secure in Ukraine is being implemented in partnership with the National Bank of Ukraine’s nationwide payment security awareness campaign, #FraudGoodbye.

About Visa

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. Learn more at visa.com.ua.