A growing number of Canadians are turning to artificial intelligence to guide what they buy, with a new survey suggesting the technology is becoming embedded in consumer decision-making.
The Léger survey, conducted in June on behalf of National Bank of Canada, found that 39 per cent of Canadians have used generative AI tools to support a purchasing decision in the past year.
The findings point to a shift in how consumers approach spending, with AI tools now influencing a range of everyday and more complex decisions, including purchases, travel planning and personal finances.
Among those who use AI, the survey suggests the technology is being applied broadly. Respondents reported using AI for health and wellness questions (36 per cent), food and recipes (32 per cent), purchasing products or services (31 per cent), travel (28 per cent), entertainment (24 per cent) and personal finances (23 per cent).
The results also indicate that many users see practical benefits. Eighty per cent said AI tools help them better compare options, while 57 per cent said the technology helps them save money.
At the same time, the survey suggests some caution among users. Twenty-eight per cent reported regretting a purchase recommended by AI, while 23 per cent said the technology has encouraged them to spend more. A majority, 61 per cent, said AI has more influence on their purchasing decisions than advertising.
Pierre Dufour, senior vice-president of strategy and client experience at National Bank, said the findings reflect how quickly the technology is being adopted.
“These results show that AI is quickly becoming second nature for Canadians. With our survey on AI usage, we wanted to better understand how Canadians are using new technologies to make a range of important life decisions — whether it’s everyday purchases or larger, more complex projects. This is where human expertise makes a real difference — whether from a financial advisor or a business owner — by understanding clients and their goals to deliver guidance that leads to decisions truly aligned with their needs and objectives.”
The survey also highlights regional differences in adoption. Quebec reported the highest usage rate, with 45 per cent of respondents saying they had used AI to support a purchasing decision, followed by Ontario at 41 per cent. Atlantic Canada stood at 35 per cent, while Alberta and British Columbia each reported 34 per cent. Manitoba and Saskatchewan had the lowest reported usage at 28 per cent.
Age also appears to play a role in how significantly AI influences purchasing behaviour. Among users aged 18 to 34, 56 per cent said AI has a moderate to significant impact on their purchasing decisions. That compares with 45 per cent of those aged 35 to 54 and 37 per cent among those aged 55 and over.
Overall, 47 per cent of AI users said the technology has a moderate to significant influence on their purchasing decisions, while 53 per cent said it has little or no impact.
The survey was conducted online between June 5 and 7 among 1,518 Canadians aged 18 and older. Results were weighted to reflect the population by age, gender, region, mother tongue, education and presence of children in the household.
National Bank of Canada reported assets of $618 billion as of April 30, 2026, and employs approximately 35,000 people across its operations.
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