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AI is becoming a factor in purchasing decisions: 39% of Canadians use AI to guide what they buy

AI consumer survey highlights shifting behavior but delivers no near-term financial catalyst

By The Northwire Desk — AI Analysis Jun 18, 2026 · 06:00 NA · 217.64 NATIONAL BANK OF CANADA
Executive Summary
  • The June 18, 2026 release is a market research survey commissioned by National Bank of Canada and conducted by Léger.
  • It finds that 39% of Canadians used generative AI to guide purchasing decisions over the past 12 months.
  • Primary use cases include health/wellness (36%), food/meals (32%), and purchasing products/services (31%).
  • Perceived benefits include better comparison (80%) and cost savings (57%), while 28% regretted an AI-recommended purchase and 23% report it encourages higher spending.
  • The release is a branding and consumer insight initiative. It contains no financial results, operational updates, or strategic announcements that would alter the bank's earnings trajectory or capital position.
Material Impact
  • Synthesis: The June 18 survey is a standard market research release with no direct financial, operational, or strategic impact. It highlights AI adoption trends but does not alter the bank's earnings trajectory, capital position, or M&A pipeline. The stock's recent +6.7% appreciation reflects broader market optimism or rate expectations, not this release. The news is Routine - Neutral.
NA · Price
Company Overview
  • Systemically important Canadian bank with $618 billion in assets (as of April 30, 2026).
  • Operates across personal/commercial banking, wealth management, financial markets, and U.S. specialty finance/international segments.
  • Completed the acquisition of Canadian Western Bank (CWB) in February 2025, significantly expanding its national footprint and balance sheet.
  • Currently pursuing strategic accretive acquisitions, including retail and SME portfolios from Laurentian Bank of Canada.
Read the original news release →

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