Back-to-school shoppers may still be headed to the stores, but AI is shaping what ends up in their carts before they even hit the aisles. Recent Accenture research found that 51% of Canadians expect at least half of their spending over the next 12 months to be influenced by AI.
This trend is already showing up in back-to-school shopping. A new Retail Council of Canada and Caddle survey found:
- 44% of Canadian parents are already using or are very interested in using AI-powered tools to build shopping lists, compare prices and determine where to shop.
- 17% report they’d consider it if it clearly saved time or money.
Accenture’s Canadian Consumer Pulse Survey Data:
- 61% of Canadians trust a personal AI agent more than their best friend to make a purchase on their behalf
- 60% of Canadians are open to an agent completing commerce tasks, such as negotiating deals, resolving complaints, re-ordering or renewing subscriptions, as long as the consumer remains in full control.
- 21% of Canadians would let an AI agent make the final purchasing decision on their behalf (before payment is made by the consumer), within defined boundaries such as price and preference.
- Only 7% of Canadians would empower an AI agent to shop autonomously on their behalf, initiating and even completing purchases.
Suzana Colic, Managing Director, Retail Strategy & Consulting, Accenture, said AI is becoming a practical planning tool for Canadian families during a busy, budget-sensitive season.
“Parents are using it to compare prices, build lists, check availability and narrow options before they enter a store. That moves the point of influence earlier in the journey. Retailers need to make their value proposition clear, accurate and visible when a family asks AI: “What should I buy, where should I buy it, and how do I stay within budget?”,” she said.
Colic said retailers need to make it easier for both people and AI to understand.
“That means accurate pricing, real-time inventory, clear product details, delivery options, return policies and credible claims. Accenture’s Consumer Pulse research shows 60% of Canadians are open to an AI agent completing commerce tasks, but only 21% would allow an agent to make a final purchase within defined parameters,” she explained.
“The opportunity is real, but trust still has to be earned. Retailers should treat product data and service information as part of the shopping experience, not only back-end details. The winners will make it simple for AI to evaluate their products and simple for shoppers to feel confident in the recommendation.”
Colic added that consumers want help cutting through complexity. Families are weighing price, availability, quality, convenience, and personal preference all at once.
“In Canada, consumers are approaching AI-powered commerce carefully. Consumer Pulse found that 51% of Canadians expect AI to influence more than half of their spending in the next year, while 31% say a successful low-risk AI purchase would make them more comfortable trusting agents with greater autonomy. For retailers, loyalty will be less about habit and more about being consistently useful, reliable, and relevant when AI is helping a consumer decide,” she said.
Colic noted that AI will make weak value propositions harder to hide.
“If an agent can compare prices, availability, delivery, reviews, and product claims in seconds, pricing and promotions need to be transparent, competitive, and easy to understand. Loyalty programs also need to move beyond points and discounts to more meaningful value, including personalization, convenience, access and trust,” she said.
“At the same time, the store, maybe paradoxically, becomes more important. Consumers may delegate comparison shopping, but they will still want to own moments that feel personal, emotional or experiential. The store’s role is to create confidence and connection where technology alone cannot.”
Colic said the biggest opportunity for Canadian retailers is to help Canadian families make better decisions with less effort. Back-to-school is high-pressure and basket-driven, and AI can help shoppers decide where to spend, where to save, what to buy now, and what can wait.
“Retailers that make it easier will have an advantage. The risk is becoming invisible if products, prices or value propositions are not clear enough for AI to recommend. There is also a risk of over-automating moments consumers still want to feel involved in, from a first-day outfit to a backpack a child is excited about. The right approach is not to replace the human side of shopping; it is to use AI to remove friction and strengthen the moments that create trust, inspiration and loyalty.”
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