Artificial intelligence (AI) appears to be increasing consumer suspicion in the online market in Greece, according to a study released this week by the Hellenic Confederation of Commerce & Entrepreneurship (ESEE).
The study, carried out by ESEE on behalf of Visa, explored consumer perceptions of AI and e-commerce, with a focus on online fraud and the security of transactions across websites and social media.
Indicatively, nearly four in 10 respondents believe that AI will make online fraud more difficult to detect. Additionally, six in 10 say they have already been targeted through phishing attempts. And younger social media users feel more confident in identifying AI-generated content compared to older users. At the same time, consumers overall appear increasingly skeptical of online shopping offers that seem “too good to be true” or that circulate widely online.
Other key survey insights include:
- 63% of respondents become skeptical when an offer appears too good to be true, and 50% when the post comes from an unfamiliar source or brand
- 46% said they grow suspicious when content quality is low or when the payment method appears unusual or unsafe
- 44% are wary of incorrect or suspicious URL links
- More than half (53%) say they are not very or not at all confident in recognizing AI-generated content
- 45% feel confident identifying AI-created images and videos, especially younger respondents
- 83% of consumers polled said they check the legitimacy of an online seller before making a purchase, and 76% avoid ads that create a sense of urgency
- Nearly six in 10 said they have fallen victim to online fraud, resulting in financial loss (22%), emotional distress (17%), and increased hesitation toward online transactions (16%)
- Among those who lost money, 63% reported losses of up to 199 euros
- After experiencing attempted fraud, 41% say they are more cautious but remain open to buying from smaller or newer businesses, while 37% now limit their online purchases to large, well-known companies
- Only 7% report being able to recognize AI-based or deepfake scams
- Nearly six in 10 believe online scams on social networks are growing more sophisticated; 37% say fraudsters convincingly imitate trusted brands or individuals, and 27% report that the sheer volume of legitimate-looking ads makes fraud harder to spot.
Commenting on the results, ESEE President Stavros Kafounis said the study highlights several important trends: consumers are now more alert to potential fraud while seeking more guidance from state and institutional bodies; attitudes toward AI differ significantly by age, with younger users showing greater confidence in identifying AI-produced content; and skepticism remains high, with four in 10 participants believing that AI will make fraud more difficult to recognize.
