Canadians trust AI search tools less than lawmakers, survey finds
A new survey has found that Canadians trust AI search tools less than any other industry, including lawmakers.
The study, conducted by dNOVO, surveyed more than 2,000 Canadian consumers to assess their trust levels towards a variety of industries, companies, and technologies, as well as the factors most likely to erode that trust.
Low trust in AI
According to the survey, AI search tools received a trust rating of just 1.91 out of 5, making them the least trusted industry and technology among Canadian consumers. Lawmakers ranked as the second-least trusted, with a trust score of 2.08.
By comparison, healthcare providers were the most trusted industry, receiving an average score of 3.77 out of 5. Traditional service sectors such as plumbing and HVAC were also rated relatively well, with a trust level of 3.08.
Other industries, however, fared poorly. Financial services and insurance scored 2.44 and 2.35 respectively, while government services were close behind at 2.34. Tech companies as a whole received a score of 2.38, highlighting a general scepticism towards digital platforms among Canadians.
Generational divides
The survey revealed significant generational differences in trust towards American companies. Both Gen Z and Millennial respondents reported particularly low levels of trust in these businesses, averaging just 1.46 out of 5. Gen Z were least favourable, assigning a score of 1.37, while Millennials gave a score of 1.55. Gen X and Baby Boomers were marginally more positive, at 1.95 and 2.21 respectively.
According to dNOVO, much of this mistrust directed at American firms among younger generations is acquired rather than inherited. The current climate between the United States and Canada appears to influence these attitudes, with perceived political tensions further hardening scepticism. The survey notes the economic significance of the relationship, as "Canada is the U.S.'s largest export market, yet Canada still ran a merchandise trade surplus of about C$100 billion in 2024."
Factors driving (dis)trust
The dNOVO survey explored the reasons why Canadians lose trust in businesses. Dishonesty or the spread of misleading information was cited as the top deal-breaker by 26% of respondents, followed by poor product or service quality at 21%.
"A business or its employees' taking part in negative or discriminatory behaviour is the third most likely reason for Canadians to cut ties with a company (13%), with privacy violations (12%), and poor customer service (9%) rounding off the five most common reasons for Canadians to distrust a company."
The findings indicate that executive scandals - often the subject of significant media attention - are less influential in damaging trust than everyday behaviours such as open honesty, product reliability, and fair treatment.
Word of mouth
The research also examined what drives positive trust in selecting businesses. Personal recommendations featured most prominently, with respondents rating word-of-mouth trust at 4.31 out of 5. Online communities such as Reddit achieved a rating of 3.85, while platforms like Google Reviews scored 3.25.
Digital and AI-generated recommendations, on the other hand, were viewed far less favourably; AI recommendations scored an average of 1.92, underscoring the broader reluctance towards AI-driven guidance.
This sentiment was consistent across both higher- and lower-income households, suggesting that broad sections of society in Canada share a deep scepticism toward the integration of AI into everyday services in contrast to established digital tools like Google.
Outlook for businesses
The study's findings indicate persistent challenges for technology and AI companies seeking to build trust among Canadians. The prominence of personal relationships and direct recommendations points to the ongoing importance of human connections, compared with automated or computer-generated alternatives, for consumers determining which businesses to trust.
