In a new report, Visa says artificial intelligence is now embedded in how consumers across the Asia Pacific region shop online, but concerns around security and data use may slow the adoption of agentic commerce.
According to Visa’s State of Digital Commerce in Asia Pacific 2025 study, conducted by YouGov and based on a survey of 14,764 consumers across 14 markets, 74 percent of respondents already use AI-powered tools to discover, track or learn about products. At the same time, 32 percent remain reluctant to share personal or payment information with AI systems, and 45 percent say stronger assurances around payment security would make them more open to AI-powered or agentic commerce.
“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.”
The survey suggests caution is more pronounced among affluent households, with 39 percent expressing higher expectations around data usage, compared with 29 percent of lower-income respondents. Digital-first markets including Australia, New Zealand and Singapore also reported above-average levels of concern.
Emerging markets show greater openness. India and Vietnam lead the region, with 42 percent of consumers in each market indicating interest in using AI for online purchases.
For providers of payment and automation infrastructure, the findings point to a familiar constraint: AI may drive product discovery, but authentication, tokenization and transparent data governance remain decisive factors in transaction completion.