Artificial intelligence ( AI ) is now deeply embedded in digital commerce markets across the Asia-Pacific region, impacting how consumers shop online. But trust and transparency remain decisive factors in whether AI-driven commerce can progress from discovery to payment, a new study finds.

According to Visa’s recently released State of Digital Commerce in Asia Pacific study, 74% of consumers in the region already use AI-powered tools to discover, track, or learn about products.

The survey, conducted by YouGov across 14 markets and involving nearly 15,000 respondents, highlights how AI is reshaping the early stages of shopping, particularly in mobile-first economies.

However, the findings suggest that enthusiasm drops sharply when AI moves closer to handling personal data and payments.

“The way people shop is changing quickly, with AI now playing a growing role in how consumers discover and choose products,” said T.R. Ramachandran, head of products and solutions, Asia-Pacific, at Visa. “But as AI becomes part of the checkout experience, trust and control become even more important. Consumers want to understand how their data is being used and feel confident that every transaction is secure. Building that trust is what will determine whether AI-powered commerce can truly scale.”

While most consumers are comfortable using AI for price comparisons or product research, 32% remain reluctant to share personal or payment information with AI systems. Nearly half of respondents said they would be more open to AI-powered or agentic commerce if stronger assurances around payment security were in place, underscoring the importance of secure authentication at checkout.

Caution is particularly pronounced among affluent households and consumers in digitally mature markets. In Singapore, Japan, and Australia, expectations around data protection and transparency are higher, leading to a more measured adoption.

By comparison, emerging markets such as India and Vietnam show greater openness, with 42% of consumers in each market willing to use AI for online purchases.

The study suggests that while AI can effectively drive discovery, long-term growth in digital commerce will depend on how convincingly businesses address consumer concerns at the point where interest turns into payment.