Consumers are more frequently relying on AI for researching and narrowing down product options, experiencing quicker decision-making and fewer regrets. In Canada, younger shoppers are particularly receptive to AI assistance, though trust is contingent on transparency and user control. Brands that create supportive, clear user experiences can enhance confidence now and pave the way for automation in the future.

Why this matters now

Customers are integrating AI into every part of their shopping process—from discovery to narrowing choices and even checkout. In Canada, more than one-quarter of consumers are comfortable with AI making purchases for them, increasing to over half of those aged 18–24. However, trust is conditional: people expect transparency and user control in AI's recommendations. Thoughtful brand actions can enhance confidence and loyalty; those that ignore this may be sidelined by AI-driven shopping experiences. Kingfisher

The state of consumer AI confidence (2025–2026)

• AI is now a mainstream shopping tool. Salesforce reports 39% of consumers—and over half of Gen Z—now use AI for product discovery, a trend growing in retail. Salesforce

• Momentum is accelerating. BCG confirms shopping-related use of GenAI increased 35% from February to November 2025, covering both everyday items and big-ticket purchases. BCG Global

• Canadians are open—with conditions. Kingfisher's Canadian research shows 75% of those aged 18–24 are satisfied with AI recommendations, and 52% would let AI make purchases for them; broader studies indicate strong demand for transparency and user control. Kingfisher

• There's a real trust gap. A new YouGov snapshot shows only 22% of Canadians currently trust AI in retail settings, with greater trust in low-risk tasks like price comparison and much lower trust in autonomous ordering. That's why responsible design is critical. YouGov

Bottom line: AI can increase consumer confidence—when brands provide usefulness with clear disclosures, options, and human support.

How AI builds confidence (and where it breaks)

Builds confidence by…

• Quickly synthesizing options. AI streamlines reviews, specs, and policies into straightforward trade-offs, helping customers make choices swiftly. (Consumers say AI saves time and reduces decision fatigue.)

• Personalizing based on constraints. Budget, brand loyalty, sustainability goals—AI can optimize based on what matters most to each shopper.

• Ensuring post-purchase consistency. Agents track orders, explain warranties and returns, and provide setup tips—bridging gaps that often undermine trust.

Erodes confidence when…

• Opacity sets in. If customers are unclear why an item is recommended (or whether it's an ad), trust diminishes. Canadian shoppers specifically request transparency and control.

• Autonomy exceeds comfort levels. Few Canadians currently trust fully autonomous purchases; design for assistance before auto-purchase.

Practical playbook for Canadian brands

1. Initiate with assisted decisions, not auto-orders
   Provide side-by-side lists with clear “why this” explanations before encouraging one-click purchases. Employ confidence signals (return policy, price-match, inventory).

2. Clarify the recommendation
   Display factors considered (price, fit, energy rating, reviews), data sources, and commercial influences (ads, affiliate links). This aligns with Canadian shoppers’ calls for transparency and control.

3. Offer meaningful controls
   Allow users to prioritize preferences (price vs. durability), include/exclude brands, and set maximum spending limits. Provide human assistance at crucial points.

4. Continuously evaluate for quality and bias
   Implement offline test sets for typical and unique journeys (e.g., accessibility needs, budget limits). Monitor click-through rates to shortlists, post-purchase satisfaction, and return rates by recommendation source.

5. Optimize the post-purchase journey
   Utilize agents for order updates, setup guidance, and proactive issue resolution; publish model limitations (what the agent can/cannot do). This phase significantly strengthens long-term trust.

6. Honor regional differences
   Consider regulations, energy labels, delivery SLAs, and consumer rights within explanations and policies to minimize friction.

Where to apply AI now (use-case patterns)

• Guided discovery on category pages and search. Use conversational filters (“I rent an apartment, seeking a quiet washer under $400”) that deliver justified lists. Salesforce and IAB data show strong consumer interest in AI-powered discovery.

• Decision partners on product pages. Provide summaries of pros/cons from verified reviews; compatibility checks; “compare to” tables; confidence markers based on warranty/service.

• Basket coaching. Identify duplicates, recommend cheaper bundle options, highlight total ownership cost.

• Post-purchase agents. Assist with return eligibility, part guidance, and warranty claims. McKinsey anticipates agent-driven commerce to advance from concept to reality across major platforms (Amazon, Google, Shopify, PayPal, Mastercard).

Measuring confidence (signals to track)

• Assisted conversion rate vs. non-assisted

• Shortlist acceptance rate (clicks on top 3 choices)

• Time-to-decision and decision regret (returns, exchanges)

• Trust indicators (opt-in to auto-reordering; permission to personalize)

• Help-seeking behavior (transfer to human support)

Risks & mitigations

• Inaccurate or outdated info → cite sources, date-stamp summaries, and allow “see the evidence” expansion.

• Hidden commercial incentives → label sponsored items and offer a “sponsored-off” view.

• Over-automation → default to assistive workflows; earn autonomy over time as user trust signals build.

Takeaway

Consumers are already incorporating AI into their shopping journeys—and report it helps them make decisions quicker and more confidently. In Canada, younger shoppers show significantly higher willingness, but trust is predicated on transparency, controls, and human support. Act promptly to develop assistive AI experiences that earn the privilege to automate.

FAQ

How does AI enhance consumer confidence?
By condensing reviews, specs, and policies into straightforward comparisons, AI allows shoppers to decide faster and with reduced decision fatigue—especially during discovery and comparison. Salesforce

Why should brands invest in AI now?
Usage is rapidly increasing: AI-assisted shopping grew 35% in 2025 and is already prevalent in product discovery. Brands that shape these journeys can secure trust and loyalty. BCG Global

Do Canadian consumers trust AI?
Trust is varied: only 22% say they trust AI in retail generally, but there is solid support for transparent, controllable applications (e.g., price comparisons), with younger shoppers being notably more accepting. YouGov

Should we enable automated purchasing?
Start with assistive features and gradually earn autonomy; the desire for AI-driven purchasing is still growing and relies on clear control measures and accountability. Kingfisher

Sources

• Kingfisher (Canada) — consumer openness to AI assistance and auto-ordering. Kingfisher

• Salesforce — AI in product discovery (Connected Shoppers). Salesforce

• BCG — growth in GenAI shopping use (2025 → 2026). BCG Global

• McKinsey — agent-driven commerce landscape (platform moves). McKinsey & Company

• YouGov (Canada) — current trust levels and where autonomy is least trusted. YouGov

• IAB — impact of AI on shopping confidence and intent. IAB