In a recent survey, Salesforce aimed to understand Canadians’ perspectives on agentic AI better.
Canadian consumers are ready for a better customer experience. According to Salesforce Canada’s recent agentic AI survey, customers are most frustrated by unhelpful self-service options (59%), excessive transfers (55%), and time wasted resolving issues (45%).
Yet, there’s optimism. Over a third of Canadians are willing to interact with an AI agent if it means less time waiting on hold for a representative. In fact, 55% say they don’t care whether they interact with a human or AI, as long as their inquiry is resolved quickly.
This signals a powerful opportunity for AI adoption in Canada and how it can deliver the fast, accurate, and seamless service Canadians crave.
It’s about uncertainty, not unwillingness
Despite this openness, nearly half (49%) of Canadians are still unconvinced that agentic AI will improve their customer experience. But the reason behind this isn’t resistance, it’s an uncertainty about whether AI can deliver on its promise or not.
It’s worth noting that Canada ranks 44th out of 47 countries in AI training and literacy, and just 28th among 30 advanced economies. One contributing factor to this low ranking is training. Only 24% of Canadians have received any AI training, compared to 39% globally, and just 34% trust AI-generated information.
This results in a cautious approach to AI adoption in business, with only 12% of Canadian firms having integrated AI into their operations, which is among the lowest in the Organization for Economic Co-operation and Development (OECD).
Focus on reskilling to shift perceptions
Canada is playing catch up in AI adoption, but it’s not due to a lack of talent or technology–the gap is in AI literacy and workplace integration. Providing structured AI reskilling opportunities and clear guidelines will shift the culture, and change perceptions around AI use.
Building trust requires leadership
For businesses to gain the advantage of agentic AI, leaders must step up to bridge the trust and knowledge gap for their employees and customers alike.
The numbers show that Canadian customers are willing to embrace AI, but employees need to understand its benefits and feel confident implementing it.
Three ways leaders can unlock agentic AI’s value
- Transparency: Educate teams about agentic AI, how it differs from traditional chatbots, and inform customers about how agentic AI can create better customer experiences such as reducing wait times.
- Safety: Remove the guesswork for teams by providing AI training, policies, and clear guidance. Greater control internally will help customers feel in control of their AI experience.
- Benefits: Provide clear examples of the real world benefits of AI by calling out specific AI use cases for both employees and customers.
Business leaders should:
- Develop clear governance frameworks to ensure responsible AI use.
- Invest in AI training programs for all employees, not just tech teams.
- Foster a culture where using AI is seen as ethical and valuable.
The opportunity for Canadian business
Canadian consumers have indicated that they are open to AI if it means better customer service.
Leaders who prioritize transparency, safety, and education can bridge the trust gap and unlock the full potential of agentic AI for business.
Embracing agentic AI means enhancing the experience for your customers, boosting productivity, and positioning your business to stand out from your competitors.
Methodology
These findings are from a survey conducted by Salesforce from May 27th to May 29th, 2025, among a representative sample of 1,500 online Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of +/-2.53 percentage points, 19 times out of 20
