More than half of Canadian shoppers say they would trust artificial intelligence to complete purchases on their behalf, according to new research from payments company Adyen, pointing to a potential shift in how consumers interact with retailers and how transactions are executed.

Adyen’s 2026 Retail Report, found 51 per cent of Canadian consumers are open to allowing AI to manage the entire shopping process, including final checkout, once preferences such as budget and brand are set. Adoption of AI shopping tools among Canadian consumers has more than doubled over the past year, rising to 30 per cent from 11 per cent.

AI adoption accelerates among consumers

The report shows younger consumers continue to lead the use of AI in shopping. Forty-five per cent of Gen Z respondents and 44 per cent of Millennials reported using AI assistants when shopping. Adyen said a significant share of that usage is coming from first-time adopters, with 18 per cent of Gen Z and 16 per cent of Millennials trying AI-assisted shopping for the first time in the past 12 months.

Millennials emerged as the most receptive group to letting AI complete purchases, with 56 per cent indicating they are open to AI handling the full shopping journey. That willingness also extended across other age groups, including 54 per cent of Gen Z respondents, 49 per cent of Gen X and 35 per cent of Baby Boomers.

The findings suggest consumers are increasingly comfortable moving beyond AI as a discovery or recommendation tool and toward using it as a transaction channel.

Efficiency and discovery drive interest

Among Canadians already using AI assistants for shopping, respondents cited practical benefits as the primary drivers of adoption. Sixty-two per cent said AI saves them time, while 60 per cent said it helps them cut through what the report described as online noise. More than half of respondents, or 56 per cent, said they want retailers to use AI for proactive product recommendations.

The report frames this demand as an appetite for a more automated and curated shopping experience, with AI expected to move past basic suggestions and take on a more active role in completing transactions.

“We are entering a transformative era where AI moves beyond suggesting products to actually driving purchases,” said Sander Meijers, Canada country manager at Adyen. “This evolution has the potential to reshape how consumers interact with brands, making the buying journey more seamless and intuitive. Payments play a critical role as the enabler of this change, ensuring the process is secure, scalable, and frictionless. For retailers, embracing this shift isn’t just about upgrading technology – it’s about reimagining the entire customer experience to meet the expectations of a new, AI-driven era.”

Loyalty linked to convenience and values

Beyond AI adoption, the report examined factors influencing customer loyalty in Canada. Convenience emerged as a leading driver. Sixty per cent of shoppers said they would be more loyal to a retailer that allows them to buy online and return items in-store. The same proportion said loyalty would increase if they could purchase an out-of-stock item in-store and have it shipped directly to their home.

Brand values were also cited as a factor. Forty-six per cent of Canadian shoppers said they would be more loyal to retailers that demonstrate a strong social purpose or contribute to charitable causes. One-third of respondents said they like having the option to donate to a charitable cause during checkout.

Rewards programs also featured prominently. Sixty-seven per cent of shoppers said they are more likely to shop with brands that offer discounts through loyalty programs.

Retailers weigh opportunity against risk

On the merchant side, the report found retailers are actively assessing how far and how fast to deploy AI in the shopping and payment process. Forty-five per cent of Canadian retailers said they plan to expand their AI investments over the next year to enhance customer experience.

When asked specifically about AI completing purchases on behalf of consumers, 78 per cent of retailers said they are open to enabling the technology. Nearly four in 10, or 39 per cent, identified it as a top strategic priority, while 26 per cent said they plan to invest in it over the next 12 months.

At the same time, retailers cited caution around implementation. Data security was identified by 32 per cent as the most important factor in adopting AI-driven purchasing, while 34 per cent pointed to the need for effortless systems integration. Among retailers hesitant to adopt the technology, the leading concern was whether AI agents could securely handle payments, with 31 per cent citing risks related to fraud and chargebacks. Another 27 per cent said they were concerned about losing a direct relationship with customers.

“While over a third of Canadian retailers are prioritizing this technology, many of those who are holding back fear losing that personal connection with the customer,” said Carlo Bruno, vice-president of product at Adyen. “The way forward is to make sure AI is a powerful additive channel that offers shoppers a new way to transact, while ensuring the retailer remains in control of the customer relationship and data. The biggest hurdle isn’t the technology, it’s the relationship.”

Meijers said the real barrier today isn’t lack of interest, it’s trust, especially at the point of payment. 

“When we talk about AI completing a transaction on someone’s behalf, that touches the most sensitive part of the shopping journey: personal data and money. Adyen’s 2026 Retail Report found that 41 per cent of Canadian consumers are concerned about payment data privacy and security if AI completes a purchase,” he said.

“In practical terms, retailers need time to build systems that reassure customers around data protection, fraud prevention and seamless dispute resolution, while also integrating AI into their commerce processes in a way that enhances rather than replaces consumer choice. That’s why adoption is strong in discovery and recommendations, yet slower when it comes to autonomous checkout. This isn’t about skepticism of AI, it’s about confidence in how it executes critical steps of the buy cycle.”

When AI completes a transaction and something goes wrong, who is ultimately accountable—the retailer, the AI provider, or the payments platform?

“This is one of the most important questions as we move from AI assisting shoppers to AI actually completing purchases, and consumers are very clear about what they expect. Our research shows 43 per cent of Canadian shoppers want clarity on who is accountable if something goes wrong, and 42 per cent want guaranteed, no-hassle returns and refunds,” explained Meijers.

Accountability has to be shared

“The short answer is that accountability has to be shared, but clearly defined upfront. The retailer owns the customer relationship and remains responsible for the overall experience. Even if an AI agent is making decisions behind the scenes, the retailer is still the face of the transaction.

The AI provider is responsible for how the model behaves, and the payments platform must ensure transactions are secure and compliant.

“What makes this scalable is clear governance with agreed-upon rules for fraud prevention, disputes, refunds and customer communication. This is where initiatives like the Universal Commerce Protocol (UCP) come in. Developed by Google and endorsed by industry leaders including Adyen, UCP defines common language and building blocks for agentic commerce across discovery, checkout and post-purchase experiences. By standardizing how agents, retailers and payment providers interoperate, UCP enables secure, provable payments with clear lines of responsibility across the ecosystem.”

Retailers balancing enthusiasm with caution

Meijers said the willingness to explore a new technology and the readiness to invest in it are two very different things. 

“Retailers are balancing enthusiasm with caution, ensuring their systems are secure, that AI integrates with their existing commerce stack and that the customer experience doesn’t suffer,” he said.

“Add to that the business reality that many retailers are prioritizing foundational capabilities first—unified commerce, secure checkout, loyalty data integration—before layering on more advanced AI purchasing. Once those pieces are in place, investment in AI-driven purchasing will follow more quickly.”

Meijers said price absolutely matters, but Adyen’s Retail Report data shows that value means more than just the lowest price. 

“Canadian shoppers want AI to go beyond bargain-hunting, with 56 per cent wanting retailers to proactively recommend products, and 58 per cent wanting AI to help them discover unique brands and shopping experiences. That speaks to a desire for relevance and inspiration, not just discounts,” he noted.

“At the same time, 42 per cent prefer retailers who remember their preferences and deliver more tailored experiences, which is where AI can really help retailers protect margins. When recommendations are personal, contextual and aligned with a shopper’s tastes, retailers don’t have to rely solely on price competition to win the sale. The key is setting clear guardrails so AI optimizes for long-term customer value, brand positioning and margin health, not just short-term conversion.”

Safeguards need to be visible to consumers

What safeguards need to be visible to consumers to address concerns around loss of control and payment data security as AI-driven commerce scales?

“First, shoppers should have clear consent and preference controls and be able to easily adjust preferences at any time. Second, they should have real-time visibility into what the AI is doing on their behalf, whether it’s selecting products, applying discounts or preparing checkout. Third, there must be secure data handling with visible assurances like multi-factor authentication and proactive fraud monitoring that customers trust,” added Meijers.

“And finally, there has to be responsiveness if something goes off plan, giving customers instant ways to pause, review and resolve issues. When these safeguards are built into the experience, they don’t just protect customers, they build confidence and accelerate adoption.”

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