December 17, 2025 Canadians are increasingly using artificial intelligence to guide purchases, health decisions and financial planning, even as trust in AI-generated content continues to decline. New research from Capgemini shows AI has moved from experimentation to routine use in daily life, creating a widening gap between adoption and confidence.
The findings come from AI and Consumers 2025, a global study by the Capgemini Research Institute based on surveys of 10,000 consumers across 13 countries. In Canada, more than half of respondents say they have made a purchase based on an AI recommendation, and many now see AI as a tool that improves decision-making rather than just a convenience feature. Use cases are expanding into more sensitive territory. Capgemini found that a growing share of Canadians are consulting AI for health-related guidance and investment tracking, areas traditionally handled by professionals.
Adoption is no longer confined to younger users. While Gen Z remains the most active cohort, older Canadians are also embracing generative AI tools, including for emotional support and information-seeking. Overall interaction with AI has accelerated sharply since 2023, with many consumers now spending significant time each day using AI-powered services.
At the same time, trust is eroding. Capgemini reports that trust in AI-generated content has declined sharply since 2023, with Canada ranking among the lowest-trust markets globally. Concerns about misinformation, data privacy and AI-enabled cyberattacks are rising, even as usage expands into more sensitive areas of life.
That tension is especially visible in commerce, as consumers are increasingly open to AI-driven personalization and recommendations, including AI-generated ads in social feeds. At the same time, they are demanding stronger safeguards. A majority of respondents said they want stricter rules governing AI safety and fairness, and many indicated they would pay more for AI tools that guarantee stronger data protection.
For businesses, the research indicated that simply deploying AI is no longer enough. Consumers are adopting the technology faster than they trust it, and that imbalance creates risk for brands that fail to address transparency, data use and reliability.
Capgemini’s findings suggest the next phase of consumer AI will be shaped less by new capabilities and more by how responsibly those capabilities are delivered.
