18% of Canadians say they turn to AI first when searching for information online. While search engines remain the first choice for most, that proportion has tripled since Leger began tracking AI usage in 2024.
AI also shapes consumer decisions: among Canadians who use AI, 46% say it has already influenced them to buy, choose, or avoid a product or service.
Based on a survey of 1,511 Canadians, Leger’s AI Index reveals an emerging challenge for brands: consumers increasingly rely on AI to inform their own decisions, but they draw distinctions around how brands use the technology.
AI is becoming part of everyday decision-making
According to the Leger AI Index, 79% of Canadians now use AI tools, including nearly one-quarter who use them more than once a day.
Among AI users, 25% use it to compare products and services, 16% to make decisions related to areas such as their finances or careers, and 14% to discuss personal or emotional issues, such as stress, anxiety, or relationships.
AI is therefore moving beyond simply providing information and is gradually becoming part of Canadians’ everyday decision-making.
As AI’s influence grows, so do concerns about trust
AI-generated content raises concerns about the information Canadians encounter online. Nearly two-thirds (65%) believe the rise of AI-generated content will make it harder to find reliable information and distinguish what is true from what is false.
AI makes considerably Canadians more nervous than enthusiastic.
- 38% feel nervous, while just 15% feel enthusiastic.
- Nearly half of Canadians (46%) believe AI is evolving too quickly for society to adapt properly.
- Women are more likely to feel nervous about AI than men (45% vs. 30%), while men are more likely to feel enthusiastic (19% vs. 11%).
Finally, only 8% believe Canada is well prepared to manage AI-related risks, while 11% believe the country is well prepared to take advantage of the opportunities AI presents.
Consumers accept AI in marketing but draw clear boundaries
62% say using AI for marketing and personalizing customer experience is acceptable, while 57% say AI-generated advertising is acceptable.
However, 70% say they would prefer to follow a real person on social media rather than an AI-generated creator or influencer.
AI can also influence purchase intent: 34% of Canadians would be less likely to buy from a brand that uses AI-generated content, while 33% say it would make no difference and 12% would be more likely to buy.
Moreover, nearly one-quarter of Canadians (24%) say AI-generated models create unrealistic beauty standards, rising to 30% among women.
For marketers, the distinction is important: consumers may accept AI as part of marketing, but they do not give brands a blank cheque to use it however they choose.
What the Leger AI Index measures
These findings about the Canadian population are part of Leger’s broader AI Index study, which measures how citizens, employees, and businesses are adapting to AI based on their usage, proficiency, critical judgment, and the tangible benefits they gain from AI tools.
The Index provides a benchmark for tracking how Canadians navigate the technology, and how their behaviours and attitudes evolve as AI becomes part of everyday life.
The online survey was run from May 22 to June 1, 2026 among 1,511 Canadians aged 16 and over.
