Canadian shoppers are heading into what Google calls the country’s first ‘AI-powered holiday season,’ with nearly half planning to use artificial intelligence tools to help decide what to buy.

According to new data shared by Google Canada, 43% of shoppers say they’ll turn to AI for product ideas, price comparisons, and research before making a purchase. The trend is strongest among Gen Z and millennials—groups that are already comfortable using technology in their shopping habits.

Eric Morris, Managing Director of Retail at Google Canada, said consumer behavior has evolved after years of economic uncertainty. “A new kind of Canadian shopper has emerged,” he said on Monday, describing them as “more resilient, more researched, and demanding more from every single dollar they spend.”

The s

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