AI is quickly becoming a staple of the advertising industry, transforming everything from creative development to campaign optimization. But while marketers are embracing the technology, Canadian consumers aren’t necessarily buying in.
According to Vistar Media’s 2026 Canadian Consumer Research Report, 43% of Canadians say they’re less likely to trust an ad if they know it was created using AI, while one-third say AI-driven personalization feels invasive. At the same time, consumers continue to value the qualities AI often struggles to replicate: 69% say humour, emotion and entertainment make ads memorable, and more than half say relevance is what captures their attention.
As brands, agencies and retailers continue investing in AI-powered creative and media strategies, the findings highlight a growing challenge: how can marketers harness AI without sacrificing the authenticity and trust that drive consumer engagement?
In this interview with Retail Insider, Scott Mitchell, Managing Director, Canada at Vistar Media, discusses what the latest consumer data means for the advertising industry.
Question: Why should AI support, rather than replace, human creativity in advertising?
Answer: Our research reinforces something marketers have always known: the advertising that resonates most is rooted in human connection. Consumers remember work that makes them laugh, surprises them or reflects something meaningful about their lives. Technology can help make those experiences more relevant and effective, but it can’t replace the human insight behind them.
AI has an important role to play in helping marketers analyze data, uncover insights, test creative and work more efficiently. The opportunity is to use those capabilities to strengthen human creativity, not substitute for it. When AI takes on some of the complexity behind the scenes, creative teams can focus more of their energy on the ideas, cultural understanding and emotional connections that ultimately build consumer trust and make advertising memorable.
Q: What does the latest Canadian consumer data reveal about trust, personalization and AI generated content?
A: The research shows that consumer trust in AI is conditional. People see the potential for technology to make advertising more relevant, but they also have clear expectations around how it should be used.
When 43 per cent of consumers say they’re less likely to trust an ad they know was created using AI, and one third say AI-driven personalization feels invasive, it signals that relevance alone isn’t enough. How brands achieve that relevance matters. Consumers want advertising that feels useful and authentic, without crossing the line into an experience that feels overly automated or intrusive.
For marketers, the takeaway is to be intentional about where AI adds value. The technology should work behind the scenes to help deliver smarter, more relevant experiences while maintaining the authenticity, privacy and human connection that build trust. Ultimately, the best use of AI isn’t about making the technology more visible; it’s about making the advertising experience better.
Q: How can brands use AI effectively while maintaining authenticity?
A: The most effective uses of AI are those where the technology enables a better experience without becoming the focus of it.
AI can help marketers better understand audiences, optimize campaigns, improve measurement and automate repetitive tasks. That creates more space for teams to focus on strategy, creative thinking and the ideas that make a brand distinctive. Used well, AI can make marketing smarter and more responsive without changing what consumers recognize and value about the brand.
The key is keeping people in control of the decisions that define the brand. AI can provide insights, accelerate execution and help tailor experiences, but a brand’s voice, values and creative direction need to remain grounded in human judgment. Authenticity comes from knowing what your brand stands for and using technology to express that more effectively, not allowing the technology to define it.
Q: What do these findings mean for advertisers, agencies, retailers and media owners navigating an increasingly AI driven landscape?
A: We’re moving beyond the question of whether organizations should adopt AI. The more important question is where it can add meaningful value.
For advertisers, agencies, retailers and media owners, that means looking beyond efficiency alone. AI can help make media planning smarter, optimize campaigns, uncover insights and improve performance, but those capabilities need to translate into better advertising experiences for consumers, not simply more content, more personalization or more automation.
The research is a reminder that technology and trust have to advance together. As AI becomes a bigger part of how advertising is created, bought and delivered, marketers should stay focused on the fundamentals: strong ideas, relevant experiences, trusted media environments and a clear understanding of the audiences they’re trying to reach. AI can make each of those things more effective, but it should serve the strategy rather than become the strategy itself.
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