Nearly six in 10 UAE adults (59%) are likely to shop during the 2026 Dubai Shopping Festival (DSF), with many planning to use artificial intelligence to find deals and compare products but few comfortable allowing AI to complete purchases independently, according to a new report by YouGov.
The YouGov report, published ahead of the festival, found that 58% of likely DSF shoppers had already used AI tools to help them shop, compared with 47% of UAE adults overall.
Three-quarters (75%) of prospective festival shoppers said they were likely to use AI to make shopping easier this year. Among those who used AI during last year’s sales, 87% expected to use it as much as or more than before. Another 32% of likely DSF shoppers said they expected to start using AI this year, having not used it during the previous festival.
Finding deals is the main attraction
Shoppers are more comfortable using AI to research products and identify savings than to carry out transactions.
Among likely DSF shoppers, 42% said they were comfortable using AI to find the best price, while 35% were comfortable asking it to summarise reviews and 34% would use it to track price changes.
However, only 20% were comfortable allowing AI to add items to their shopping baskets. Just 19% would let it complete a purchase after receiving their approval, and the same proportion were comfortable allowing it to make purchases without asking them first.
The findings point to a gap between consumers’ willingness to use AI as a shopping assistant and their readiness to trust it with purchasing decisions.
ChatGPT leads among preferred AI tools
ChatGPT was the most frequently selected AI tool among likely DSF shoppers, with 78% saying they planned to use it during major sales events.
Google Gemini ranked second at 53%, followed by Meta AI at 39%. Claude was selected by 24% of respondents, while Microsoft Copilot was cited by 19%.
Privacy and spending remain concerns
Despite growing interest in AI-assisted shopping, consumers remain concerned about how the technology could affect their personal information and spending habits.
Excessive collection of personal data was the most frequently cited concern, mentioned by 35% of likely DSF shoppers. Another 34% worried about spending more than planned, while 32% were concerned about losing control over shopping decisions. Nearly a third (31%) feared missing the best available price.
Respondents also identified measures that could increase their confidence in AI-assisted shopping. A best-price or money-back guarantee on recommendations was the most popular option, cited by 37%. Comparing prices across retailers and providing explanations for recommendations followed, both at 35%.
For retailers and brands, the findings suggest that AI could offer immediate value by helping consumers discover products, assess reviews and compare prices. However, building trust may depend on giving shoppers greater transparency over recommendations, protecting their data and allowing them to retain control over transactions.
