This report provides an in-depth analysis of how AI and automation are shaping consumer behaviour in Canada. It addresses economic challenges, public trust and diversity while highlighting the role of AI-driven tools in integrating and catering to a diverse population. It explores consumer attitudes towards AI and automation across different demographics, revealing mixed perceptions. The report emphasizes the attention on personalized digital experiences and tailored content recommendations.
Within the following slides, readers will find information on consumer opinions on automation in areas like food ordering and customer service, also exploring the impact of automation on various demographics and industries. The report signifies the role of AI in enhancing customer experiences and the likelihood of using AI-driven products and services. Further insights include AI’s role in healthcare, robotics, sustainability and education, demonstrating its transformative potential.
Data on social media trends and daily usage among Canadians is also explored, underscoring the role of understanding these trends for refining AI models and marketing strategies. Readers will also learn how brands are leveraging platforms, primarily TikTok, to promote AI models and engage younger consumers.
This report looks at the following areas:
- Likelihood of consumers to use various automated products or services
- Examples of AI/Automation that would improve the customer experience
- Word associations for both AI and automation
- Attitudes towards the dangers of AI
- Attitudes towards government regulation of AI
- Concerns regarding AI and automation, including personalization and job replacement
- Attitudes towards AI companions, art and media
Mixed feelings on AI in Canada, though younger consumers drive its adoption in daily life sectors, changing industries. Innovation thrives in saturation.
Michael Lloy, Research Analyst
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- There is a clear call to action for brands to enhance the user experience with AI
- AI has the power to revolutionize industries across all channels
- Brands can leverage AI to maximize their marketing impact
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THE MARKET
- Market context
- How AI is shaping Canada: addressing diversity, economic challenges and public trust
- Market drivers
- Costs remain elevated for Canadians
- Graph 1: consumer price index, 2021-25
- Navigating inflation trends: insights and strategies for businesses using AI
- Canadians are struggling to feed their families, power their vehicles and heat their homes
- Graph 2: issues Canadians have been affected by over the past two months, 2024
- How Canada’s tech and media brands can use AI to adapt to value-driven consumers in uncertain times
- Graph 3: household savings rate, Q1 2020-Q4 2024
- Canada’s demographic shift: training AI on diversity
- Graph 4: proportion of visible minority in Canada, 1981-2036 (projected)
- Brands can leverage AI to empower seniors and lead an inclusive tech future
- Graph 5: population aged 0-14 and 65+, 2000-2040 (projected)
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer attitudes towards AI
- In equal parts, Canadians are fascinated and cautious of AI
- Graph 6: AI associations, 2024
- Positive associations of younger consumers are based on first-hand experience, which helps with alleviating concerns
- Graph 7: positive attitudes towards AI (% any agree), by age, 2024
- Driven by a lack of understanding, older consumers are significantly more cautious about artificial intelligence
- Graph 8: AI associations, by age, 2024
- A large percentage of consumers have some serious concerns around artificial intelligence
- Graph 9: concerns over AI (% any agree), by age, 2024
- Concerns over AI are driven by two main issues: concerns over its confidence and its ability to mimic real-world humans
- Graph 10: concerns over AI mimicry and competence (% any agree), by age, 2024
- Black and South Asian consumers are significantly more likely to have positive associations for AI
- Graph 11: AI associations, Black and South Asian consumers vs overall, 2024
- However, concern over lack of government oversight is particularly high among Chinese consumers
- Graph 12: concerns over AI (% any agree), Chinese consumers vs overall, 2024
- Leveraging consumer data in AI models
- AI capabilities are driving demand for personalization in digital experiences
- Graph 13: preferred personalized AI content and offers, 2024
- Younger consumers are significantly more interested in personalized online content and offerings
- Graph 14: preferred personalized AI content and offers, by age, 2024
- Younger men are significantly more likely to desire personalized ads on video streaming sites like YouTube and Twitch
- Graph 15: preference for personalized ads on video-streaming sites and platforms, by age and gender, 2024
- In addition to ads, men are also more likely to want personalized content directed at them on video-hosting sites
- Graph 16: preference for personalized content recommendations on free video-hosting and streaming sites, by age and gender, 2024
- Consumer attitudes towards automation
- Canadians have stronger negative associations for AI than for automation
- Graph 17: automation and AI associations, 2024
- Many younger consumers are hoping that house maintenance tasks can be automated
- Graph 18: robots will be able to do the majority of household in the future (% any agree), by age, 2024
- Despite relatively positive associations, nearly half of consumers feel that AI or automation wouldn’t improve their customer experience
- Graph 19: examples of AI/automation that would improve the customer experience, 2024
- In fact, only 40% of consumers feel that automation is a net benefit for society
- Graph 20: automation is a net benefit for society (% any agree), by age and gender, 2024
- Job loss is a primary concern driving hesitancy around AI and automation
- Graph 21: “I am worried about AI automating too many jobs” (% any agree), by age and gender, 2024
- Younger men are significantly more likely to view automation positively
- Graph 22: automation associations, by age and gender, 2024
- Younger people – driven by men in most cases – feel that a wider range of automation would be beneficial to the consumer experience
- Graph 23: examples of AI/automation that would improve the customer experience, by age, 2024
- In line with younger consumers, many of Canada’s ethnic groups have positive associations towards automation
- Graph 24: automation associations (select), by race, 2024
- Black, Asian and Chinese consumers are all significantly more likely to feel that automation can improve the customer experience
- Graph 25: examples of AI/automation that would improve the customer experience, by race, 2024
- Consumer interest AI/automated devices, products and services
- Consumer attitudes toward AI: trust varies by use case
- Graph 26: likelihood of using various AI products and services (% any likelihood), 2024
- General takeaways for usage of AI tools
- General takeaways for usage of AI tools (cont’d)
- Digital assistants and smart home devices are most likely to be used by consumers in the home, skewing younger
- Graph 27: likelihood to use home/house maintenance AI/automated products and services (% any likelihood), 2024
- Consumers generally have a favourable view of AI assistants in the home, and feel that their capabilities will only improve
- Graph 28: personalized AI assistants will help organize people’s lives in the future (% agree), by age and gender, 2024
- When it comes to shopping or on-the-go applications, consumers are most likely to use smartphone cameras to look up information, skewing younger
- Graph 29: likelihood of using shopping/tourism AI/automated products and services (% any likelihood), 2024
- A majority of consumers have utilized AI to generate routes when travelling, including over half of consumers aged 55+
- Graph 30: likelihood to use AI-generated routes (% any likelihood), by age, 2024
- As one might expect, younger consumers are more optimistic about AI companions
- Graph 31: AI companions (eg friends, partners) will be popular in the future (% agree), by age and gender, 2024
- Despite lower likelihood for usage, there are opportunities to connect with older consumers
- Graph 32: likelihood of using AI companionship services (% any likelihood), by age and gender, 2024
- Targeting men with AI-generation tools is a good strategy to increase usage
- Graph 33: likelihood of utilizing AI-generated media (% any likelihood), by age, 2024
- Younger consumers, and specifically men, are significantly more likely to utilize AI for financial advice
- Graph 34: Canada; Likelihood of using AI-based online financial advice based on personal data (% any likelihood), by age and gender, 2024
- Younger women are more open to taking nutritional advice from AI bots and models
- Graph 35: likelihood of taking fitness/nutritional advice based on personal data (% any likely), by age and gender, 2024
- In almost all cases, Black, Chinese and South Asian consumers are significantly more likely to utilize AI tools and services
- Graph 36: likelihood of utilizing AI tools (% any likelihood), by race, 2024
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Multiple brands have undergone advances in generative AI
- AI is revolutionizing healthcare from diagnostics to patient care
- AI-powered robotics are transforming industries and elevating everyday life
- AI is empowering sustainability and green initiatives
- AI transforming education in both public and private sectors
- Marketing and advertising
- Facebook, YouTube and Instagram are the most-utilized social media platforms on a daily basis
- Graph 37: daily social media usage, 2024
- Brands need to pay attention to the daily social habits of men and women in order to properly target them
- Graph 38: daily social media usage, by age, 2024
- Brands hoping to reach younger consumers are zoning in on TikTok
- New models are commonly promoted via social media
- Communicating how AI tools can help is a good way to engage with consumers
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APPENDIX
- Consumer research methodology
- Generations
- Abbreviations and terms
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