Visa is embarking on a new era of commerce, focusing on end users, companies, and increasingly, AI agents, as highlighted at the Visa Connect SEE forum in Belgrade. The event, which gathered approximately 150 leaders from the banking and financial sectors, centered on the evolving landscape of payments and commerce in Southeast Europe. A significant trend discussed was the rapid growth of cashless payments in the region, which is increasing at an annual rate of 21%. This growth is part of a broader shift towards digital experiences that consumers are embracing, expecting transactions to be fast, intuitive, and secure.
The forum underscored the transformative role of artificial intelligence in consumer purchasing. Currently, 78% of Serbian citizens utilize AI to assist with purchasing decisions, although only 9% trust AI agents to complete transactions on their behalf. Visa’s Vice President and General Manager for Southeast Europe, Ana Drašković, noted the fundamental changes in consumer behavior, emphasizing that people no longer differentiate between online and offline shopping or domestic and cross-border transactions. Instead, they expect seamless, personalized, and connected experiences.
Visa has significantly expanded its acceptance network in the region, growing from 10 million to 21 million locations over the past four years. This expansion is part of Visa’s strategy to meet the increasing demand for digital payments, which are becoming a standard expectation among consumers and businesses alike. Sergij Martinčuk, Visa’s Senior Vice President and Regional Manager for Ukraine, Moldova, Southern and Eastern Europe, Central Asia, and the Caucasus, highlighted the importance of integrating security and trust into every transaction. He stressed that the true opportunity lies not only in introducing new technologies but in transforming innovations into everyday experiences that people trust.
The discussions at the Visa Connect forum also explored how innovations are reshaping each stage of the purchasing process, from product discovery to payment and money transfer. AI agents are emerging as a notable trend, assisting consumers throughout the shopping journey. Visa experts predict that the next phase of e-commerce will see AI move from a recommendation role to taking action, helping consumers search, compare, and purchase products more efficiently while maintaining full control.
The forum’s key message was that the future of commerce will not be defined by a single technological solution. While AI, tokenization, and real-time money transfers are changing how consumers and companies manage money, long-term success will depend on the ability to connect innovation, trust, and collaboration across the entire ecosystem. Visa’s mission is to connect the world through the most innovative, convenient, reliable, and secure payment network, enabling individuals, businesses, and economies to thrive.
This shift towards digital payments and AI integration presents both opportunities and challenges for banks, merchants, and fintech companies in the region. As consumers increasingly seek seamless and personalized experiences, businesses must adapt to these expectations to remain competitive. The forum highlighted the need for a collaborative approach to innovation, where stakeholders work together to create a trusted and inclusive financial ecosystem.
