A new report from global digital payments firm Checkout.com has revealed a striking trend in the UAE, where consumers are embracing AI-driven shopping assistants at a pace far exceeding other global markets. The research highlights a significant gap between this surging consumer demand and the underlying infrastructure needed to support what it calls “agentic commerce.”
Quick Facts
- 79% of UAE consumers are comfortable with AI completing a purchase.
- 64% trust an AI agent more than family to shop for them.
- 71% would allow an AI agent to switch their preferred brands.
Redrawing the Boundaries of Trust
According to the “Agentic Commerce 2026” report, consumer trust dynamics in the UAE are being completely reshaped. Nearly two-thirds (64%) of UAE consumers stated they would trust an AI shopping agent more than their own family members to make purchases—a figure dramatically higher than the US (27%) or the UK (25%).
This comfort extends to personal style and sensitive financial data. A remarkable 64% of respondents believe an AI shopping agent could select clothes that suit them better than they can. Furthermore, nearly a quarter (24%) are comfortable sharing their salary, disposable income, and real-time bank balance with an AI, while 19% would grant it access to their personal calendar.
Brand Loyalty Up for Grabs
The rapid adoption of AI in commerce presents a new challenge for brand loyalty in the region. The report found that 71% of UAE shoppers would permit an AI shopping agent to switch their preferred brands and substitute products if it identified a better value option.
To retain customers in this new environment, brands and retailers will need to build trust directly into the technology. The research indicates that 24% of consumers would have more confidence in AI agents if they knew the technology would only purchase from a pre-approved list of retailers or brands.
From Concert Tickets to Insurance
UAE consumer behavior also reveals a unique openness to delegating complex and high-stakes purchases to AI. While Western consumers are more hesitant, 22% of UAE shoppers said financial services and insurance products would be among the first items they would entrust to an AI agent.
Convenience is a major driver, with 72% stating they would use an AI agent specifically to bypass digital queues for high-demand festival or event tickets. Interestingly, 62% admitted they would use an AI agent to buy items on their behalf without telling anyone.
However, as agentic commerce scales, questions of liability are emerging
If an AI agent makes an error, such as buying the wrong item, 17% of UAE shoppers believe the payment provider, bank, or card issuer should be primarily responsible for issuing a refund.
Rory O’Neill, CMO at Checkout.com, commented on the findings.
“Agentic commerce is quickly moving from concept to reality. Consumers are beginning to experiment with AI agents for everyday purchases, and across the industry we’re seeing rapid collaboration around the protocols and standards that will support this next phase of ecommerce. But while adoption is ramping up, the infrastructure behind it is still developing.”
He added, “Consumers need confidence that AI agents will operate within clear controls around security, refunds, permissions and spend limits. Until those foundations are in place, trust will remain one of the biggest barriers to adoption.”
About Checkout
com Checkout.com is a global payments solution provider that helps businesses and their communities thrive in the digital economy. The company offers a unified platform that enables enterprises to manage pay-ins and payouts and access innovative financial services.