With consumer confidence under pressure, new research from Accenture suggests Canadian shoppers are taking a notably more cautious, deliberate approach to AI-powered commerce compared to global peers.
Accenture’s 2026 Consumer Pulse Research, which surveyed 25,000+ consumers across 16 countries, including Canada, found:
- Only 60% of Canadians are open to an AI agent completing commerce tasks on their behalf, such as negotiating deals, resolving complaints, or renewing subscriptions, compared to 74% globally.
- Just 21% would allow an agent to make a final purchasing decision within defined parameters, versus 32% globally.
- Only 51% expect AI to influence more than half their spending in the next 12 months, compared to 71% globally.
At a time when households are becoming more selective with their spending, the findings point to a broader dynamic: Canadians are slower to outsource decisions they perceive as carrying financial risk.
The data highlights a clear path forward for brands. 31% of Canadians say a successful low-risk AI purchase would move them toward trusting agents with more, matching the global average.
Canadians want proof before they delegate. They aren’t resistant, they’re deliberate.
In an interview with Retail Insider, Suzana Colic, Managing Director, Retail Strategy & Consulting, Accenture Canada, discusses the report’s findings.
Question: What factors are driving Canadians’ relatively lower trust in AI-powered commerce compared to global consumers?
Answer: Our research does not identify specific Canada-only drivers, so we would be cautious about drawing firm conclusions. The more important finding is that trust remains relatively strong.
Nearly three in five Canadian respondents say they would trust a personal AI agent more than their best friend to make a purchase on their behalf. Canadians may be somewhat more deliberate than some global peers, but they are generally open to AI-powered commerce when they have transparency, control, and confidence in the safeguards.
Q: How much of this caution is tied to broader economic pressures versus concerns specific to AI technology itself?
A: The research suggests consumers increasingly see AI agents as a tool to help them make smarter purchasing decisions. Globally, 43% prioritize budget and value when instructing AI agents, while 63% want agents to support goals such as staying on budget or making more intentional purchases. That points to a pragmatic mindset, where AI is viewed less as a novelty and more as a way to navigate everyday spending decisions.
Q: What kinds of “low-risk” AI use cases are most effective in building consumer trust and encouraging adoption?
A: Consumers are most comfortable giving AI greater autonomy in tasks that save time and effort while carrying relatively low emotional or financial risk. Before a purchase, that includes comparing products, finding deals, or negotiating prices. After a purchase, consumers are open to AI handling tasks such as order follow-ups, returns, or customer service interactions. These practical, lower-risk experiences help build familiarity and trust over time.
Q: How should retailers and brands adjust their AI strategies to better align with Canadian consumers’ more deliberate decision-making style?
A: Brands should focus on three priorities.
First, build a deeper understanding of customers by connecting first-party data, purchase history, and service interactions to better anticipate needs and friction points.
Second, deliver the right balance of human and AI experiences. Brands should invest in human touchpoints that build trust while ensuring digital experiences are seamless and easy for AI agents to navigate.
Finally, recognize that as routine decisions become automated, the moments when consumers actively choose a brand will become more important. That makes consumer intelligence, relevance, and trust critical to winning those high-value interactions.
Q: Do you expect Canadian consumers to eventually match global adoption levels, or is this caution likely to persist as a defining market characteristic?
A: While it is difficult to predict adoption rates, the data points to a positive trajectory. Nearly one in three Canadians who have used AI agents for low-cost, low-risk purchases say those experiences make them more comfortable with greater autonomy. This is consistent with the global average.
However, adoption will likely depend on trust. Consumers are willing to embrace AI-powered commerce when strong safeguards are in place, including data protection, clear permission settings, the ability to override decisions, and straightforward recourse if something goes wrong.
More from Retail Insider:
