A new Visa study has found that 80% of consumers in Jordan are using artificial intelligence-powered tools to support their shopping decisions, highlighting the growing role of AI in e-commerce while underscoring the importance of trust, security and transparency during the payment process.
The findings illustrate how rapidly AI is becoming integrated into everyday consumer behavior, from product discovery and recommendations to price comparisons and purchase decisions. As digital commerce evolves, consumers are increasingly relying on AI-powered assistants, search tools and recommendation engines to navigate a growing range of products and services.
According to Visa, while consumers are embracing AI-driven shopping experiences, trust remains a decisive factor when completing transactions. Concerns around payment security, data privacy and the reliability of AI-generated recommendations continue to influence purchasing behavior.
The study reflects broader global trends where artificial intelligence is reshaping the online shopping journey. Consumers are increasingly using AI tools to identify products, compare alternatives, personalize recommendations and streamline purchasing decisions. Retailers and payment providers are responding by integrating AI into customer engagement, fraud prevention and payment processing systems.
In Jordan, rising smartphone penetration, digital payment adoption and expanding e-commerce activity have created favorable conditions for AI-enabled commerce experiences. Consumers are becoming more comfortable interacting with digital platforms, while merchants are seeking new ways to improve customer engagement and conversion rates.
For financial institutions and payment providers, the growing use of AI presents both opportunities and responsibilities. AI can enhance customer experiences by delivering more relevant recommendations and reducing friction during transactions. At the same time, businesses must ensure that these systems operate securely and transparently to maintain consumer confidence.
Visa’s findings suggest that trust remains one of the strongest competitive differentiators in digital commerce. Consumers are more likely to complete transactions when they feel confident that payment information is protected and that AI tools are acting in their best interests.
The emergence of AI-assisted shopping is also expected to influence the future of payment technologies. Payment providers are increasingly exploring how AI can support fraud detection, personalized offers, automated purchasing experiences and enhanced customer service capabilities.
Across the Middle East, businesses are accelerating investments in AI-powered customer experiences as part of broader digital transformation initiatives. Retailers, fintech companies and payment networks view AI as a key enabler of future growth, helping to improve efficiency while creating more personalized consumer journeys.
As AI adoption expands, the balance between innovation and trust is likely to become increasingly important. Companies that can combine advanced digital experiences with strong security, privacy protections and transparent practices may be better positioned to win consumer confidence in the next phase of digital commerce.
Why This Matters
The study highlights how AI is moving beyond enterprise applications and becoming a mainstream consumer technology. With four out of five consumers in Jordan already using AI to assist with shopping, businesses can no longer view AI as an emerging trend but as a core component of the customer journey.
For retailers, banks and payment providers, the findings reinforce the need to invest not only in AI capabilities but also in security, transparency and customer trust. Consumer adoption may be accelerating, but confidence at the point of payment remains essential to driving transaction growth.
Editor’s Note
Jordan’s AI shopping adoption rate reflects a broader transformation taking place across the Middle East, where artificial intelligence is increasingly influencing how consumers discover, evaluate and purchase products. The next phase of digital commerce competition may not be defined solely by who offers the most advanced AI features, but by who can create the most trusted AI-powered experiences. As AI becomes embedded into shopping and payment ecosystems, trust is emerging as the currency that will determine long-term adoption and commercial success.
