AI's Growing Role in Canadian Consumer Decisions: 39% Rely on It for Purchases — National Bank of Canada

Event summary

39% of Canadians used generative AI tools in the past 12 months to guide purchasing decisions, per a June 2026 Léger survey for National Bank.
57% of AI users report saving money through AI-assisted purchases, while 28% have regretted AI-recommended buys.
Quebec leads AI adoption for purchases at 45%, with Ontario at 41% and prairie provinces at 28%.
AI influences purchasing decisions more than advertising for 61% of users, with 23% spending more as a result.

The big picture

The survey highlights AI's rapid integration into everyday financial decisions, challenging traditional advertising and human expertise in consumer behavior. With 61% of users valuing AI over ads, the findings suggest a structural shift in how Canadians approach spending, particularly in sectors like retail, travel, and personal finance. National Bank's focus on understanding this shift underscores the strategic importance for financial institutions to adapt their advisory services to remain relevant.

What we're watching

Adoption Dynamics: How AI adoption rates will differ across age groups and regions, particularly between younger and older consumers.
Financial Impact: Whether AI's cost-saving benefits will sustain as adoption grows and tools become more integrated into financial decision-making.
Regulatory Scrutiny: The pace at which regulators will address AI's influence on consumer spending and financial advice.