Canadians are cautiously optimistic about the promise of artificial intelligence, especially in retail and customer service, according to new national data from Salesforce. But while many see AI as a tool to solve long-standing frustrations, concerns about trust, ethics, and transparency continue to hold back widespread adoption.
A new survey conducted by Salesforce in late May finds that over a third of Canadians are willing to engage with an AI agent—particularly if it means shorter hold times and less waiting. In fact, 55% say they “don’t care how they interact with companies—as long as issues are solved quickly.”
“Canadians are clearly frustrated with their current customer service experience,” said Adam Alfano, Executive Vice President of Global SMB and Emerging Products at Salesforce, who gave a keynote at the Salesforce Toronto World Tour. “This is an opportunity for businesses to rebuild consumer trust, not just by introducing AI, but by showing real outcomes and benefits.”
Widespread Customer Frustration—and Hope for AI
The Salesforce survey, conducted in both English and French via the Angus Reid Forum, highlights long-standing pain points among Canadian consumers. Nearly 6 in 10 (59%) report that unhelpful or non-existent self-service is a top frustration. Over half complain about being passed between departments, while 45% say they spend too much time simply getting what they need.
It’s no surprise, then, that nearly 40% would be interested in interacting with an AI agent—if it could eliminate those inefficiencies.
“Agentic AI gives consumers what they’ve wanted for a long time: fast, accurate, and low-friction service,” said Alfano. “But adoption hinges on transparency and showing people what’s in it for them.”
A Divide Between Expectations and Understanding
Despite optimism, almost half of Canadians (49%) remain skeptical that agentic AI will actually lead to better customer experiences. This uncertainty reveals a critical gap in how AI is being communicated.
“Many Canadians don’t fully understand what agentic AI is,” said Alfano. “They assume it’s just another chatbot—but it’s far more intelligent and context-aware. Education is essential.”
Agentic AI differs from traditional automation by offering real-time decision-making, personalized responses, and an ability to integrate deeply with customer data. Alfano highlighted examples like SharkNinja and luxury brand Louis Vuitton as global leaders using this technology to create seamless, context-rich engagement across digital and physical touchpoints.
“Whether it’s a website chat, WhatsApp, or voice, agentic AI meets customers where they are and understands who they are,” Alfano explained.
Gen X and Boomers Lead the Way on AI Optimism
Interestingly, older Canadians appear more open to the potential of AI than their younger counterparts. According to the data, 45% of Gen X and Baby Boomers hold less negative views on AI, compared to 52% of Millennials and 58% of Gen Z.
“These are not traditionally tech-native generations,” Alfano noted, “but perhaps their greater exposure to frustrating service experiences makes them more eager for practical solutions.”
Workplace AI: Promise Meets Caution
The report also delves into workplace AI adoption, where perceptions remain mixed. While 37% of Canadians believe agentic AI could boost productivity, 34% say AI use at work feels wrong or unethical. Another 12% worry that their manager would disapprove of using AI tools—even if they’re effective.
Only 14% of respondents said they see clear value in their employer adopting AI to allow them to focus on more meaningful tasks.
“This is where leadership needs to step in,” said Alfano. “It’s not just about deploying AI—it’s about creating a culture that encourages its safe and ethical use.”
Salesforce’s Agentforce 3.0: Powering the Next Phase of AI
During his keynote, Alfano showcased Agentforce 3.0, Salesforce’s latest upgrade to its enterprise-grade AI platform. The update includes a new Agentforce Command Center, which provides real-time visibility into how AI agents are performing and interacting with both data and human teams.
Also unveiled was support for Model Context Protocol (MCP)—a new open standard allowing Salesforce agents to work with external AI services such as PayPal and Box, all within a secure and scalable environment.
“With Agentforce 3.0, we’re seeing AI agent usage rise 233% globally in just six months,” said Alfano. “In Canada, that momentum is just beginning.”
He cited the example of Young Drivers of Canada, where 70% of customer bookings and inquiries are now being handled through AI agents. “Their COO joked she’s become the ‘Chief Agentforce Officer’—that’s how much they’ve leaned into it,” Alfano added with a laugh.
Why Retailers Should Pay Attention
Retail, in particular, stands to gain from AI—but only if businesses act with intention. Alfano described a “race toward hyper-personalization,” where data from customer profiles, product telemetry, and purchase histories can inform smarter, faster decisions.
“In-store associates can now know who a customer is, what they’ve bought, and what they might want next—before they even ask,” he said. “AI enhances that human connection, not replaces it.”
He pointed to luxury retailers as early adopters in aligning AI with loyalty and experience. “The customer expects the same seamlessness across online, mobile, and physical stores. With agentic AI, we can finally make that happen.”
Building Trust Is the Path Forward
The key to unlocking AI in Canadian retail lies in three pillars, according to Salesforce:
- Transparency: Businesses must clearly explain what agentic AI is and how it differs from chatbots.
- Safety: Companies need to establish ethical use guidelines and offer training to support adoption.
- Benefits: Real-world use cases, like reduced wait times or personalized product recommendations, must be clearly communicated to build trust.
As Alfano concluded, “AI is only as good as the data that powers it—and the humans who work alongside it. But when done right, it doesn’t just drive efficiencies. It delights.”
The survey results suggest that Canadians are not opposed to AI—they’re simply waiting to be shown the value. For retailers and employers alike, the message is clear: meet them with clarity, earn their trust, and the future of AI in Canada looks promising.
