Visa Study: AI Usage Rises, Trust Becomes a Barrier

JAKARTA, KOMPAS.com - The use of artificial intelligence in online shopping in Indonesia continues to increase. Adoption rates are high, but AI-based transactions are not yet accompanied by strong trust.

A YouGov study with Visa shows that 82% of Indonesian consumers have used AI. Usage includes product searches, price comparisons, and order tracking.

This figure is estimated to rise to 95% in the near future.

Despite high usage, only 32% of consumers are open to making AI-based purchases. This gap indicates there are still barriers at the transaction stage.

“Indonesian consumers are increasingly enthusiastic about using AI in shopping, but they still want clarity and strong protection during the payment process,” stated in a written release on Thursday (2/4/2026).

Another factor holding back consumers is the potential for hidden costs. This concern causes users to stop at the exploration stage.

A similar pattern is seen in the Asia Pacific region. As many as 74% of consumers have used AI to assist with shopping, especially when searching for products.

Emerging markets like India and Vietnam show higher levels of openness. The figure reaches 42% for AI-based transactions.

“Indonesia’s usage patterns indicate that the country is moving in the same direction, with the caveat that consumer trust must first be built and strengthened,” stated.