Morocco: 83% of Consumers Use AI for Their Purchases
Consumers’ Evolving Behavior in Morocco’s Digital Commerce: Key Insights from the “Visa Stay Secure 2026” Report
The report titled “Visa Stay Secure 2026” highlights a significant shift in the purchasing behaviors of Moroccan consumers within the realm of digital commerce. Artificial intelligence (AI) has now emerged as a central tool in their buying decisions, along with an increasing emphasis on cybersecurity and digital trust.
According to the report’s data, 83% of consumers in Morocco are currently utilizing AI tools to assist them in their purchasing decisions. This trend illustrates the gradual integration of these technologies into the everyday experience of e-commerce.
AI at the Heart of Shopping Experience
The study also reveals that 97% of respondents believe that artificial intelligence makes online shopping faster and simpler. More than half of the users rely on tools like ChatGPT and Gemini to discover new products and brands.
However, trust remains limited: only 23% of consumers report being willing to let AI handle purchases on their behalf due to concerns related to security and transaction transparency.
Opportunities and Risks in the Digital Landscape
Moreover, 82% of participants express optimism about the future role of AI in combating online fraud, while 55% believe that AI is already contributing to faster detection of suspicious transactions.
The report also emphasizes the rise of commerce via social media, with 87% of Moroccan consumers having made direct purchases through these platforms. However, this growth is accompanied by increased risks, as 30% of respondents reported encountering attempts at fraud in the past year, primarily on social media platforms.
Concerns Regarding Child Safety
The issue of protecting children online also raises significant concerns: 92% of consumers fear that children may struggle to identify online fraud, and 61% have observed cases of exploitation or attempted scams during games or digital purchases.
Who Is Responsible for Digital Security?
When it comes to the responsibility for protecting transactions, 49% of respondents feel that banks hold the primary responsibility, while 47% think it lies with public authorities and regulators. Only 9% believe that consumers themselves are primarily responsible.
Finally, 65% of Moroccans feel more secure when they receive real-time alerts about suspicious activities, reflecting a growing demand for proactive protection solutions.
Accelerating Digital Transformation
These findings confirm the acceleration of digital transformation in Morocco, driven by the rise of artificial intelligence and online commerce, while cybersecurity and digital trust become essential pillars to support this dynamic and enhance the adoption of digital payments.
