By 2025, artificial intelligence (AI) will be transforming the online shopping experience in Canada. One in four consumers uses it every week, and 16-24 year-olds are adopting it as their primary research tool. Despite some reluctance, a majority is ready to share their data for a personalized experience.

Against this backdrop, Novatize conducted a Canada-wide study via a Léger survey to analyze the uses, expectations and potential of AI in eCommerce. Discover the highlights, enriched with concrete analyses for eCommerce merchants.

Key trends in AI in 2025

15% of Canadians aged 16-24 already turn to AI as their first search instinct

According to the Léger DGTL 2025 study, this figure confirms a generational shift in online search habits. For a growing proportion of the population, conversational assistants such as ChatGPT, Gemini or Copilot are replacing Google as the starting point for digital exploration. This change is forcing brands to rethink their SEO strategy: it's no longer enough to be visible on traditional search engines. It is now essential to optimize content so that it is understandable, relevant and indexable by AI engines.

51% of Canadians are open to using personalized recommendation tools

The openness of Canadian consumers to AI-powered personalization illustrates a clear expectation: a more fluid, relevant and engaging shopping experience. Three needs stand out: rapid product comparison, opinion synthesis and personalized suggestions. For brands, this means it's time to integrate intelligent tools that contextualize the offer and guide the purchasing decision. The challenge is no longer simply to offer products, but to provide proactive, personalized support in real time.