This episode of The Voice of Retail features Fawad Baig, Retail Industry Lead for Canada with Accenture, as we explore Accenture’s new global report (with Canadian content) on AI-powered consumer engagement. From the startling rise in uncertainty among Canadians to the growing trust in generative AI for shopping and decision-making, Fawad shares why this shift matters for brands and retailers. We discuss loyalty, AI agents, ethical AI, and the strategies retailers need to thrive in this transformative moment.
In this dynamic episode of The Voice of Retail, host Michael LeBlanc welcomes Fawad Baig, Retail Industry Lead, Accenture Canada, to unpack Accenture’s latest global consumer report: Me, My Brand, and AI. With insights drawn from over 18,000 respondents worldwide, including Canadians, this research sheds light on how uncertainty and generative AI are reshaping consumer trust, loyalty, and shopping behavior.
Fawad explains that more than 57% of Canadian consumers report unusually high levels of uncertainty in their daily lives—double the levels recorded in late 2024. In response, many are turning to generative AI tools not only for shopping recommendations but also for personal advice, creating a powerful new form of trust and reliance. In fact, 46% of Canadians have already made purchases influenced by AI, and 72% would welcome an AI-powered personal shopper.
The conversation dives deep into what this means for retailers. While brand loyalty in Canada remains strong, a striking 35% of consumers say they would switch brands based on AI-driven recommendations—a level of volatility that opens both risks and opportunities. For retailers willing to adapt, the shift from personalization to proactive engagement offers a competitive edge.
Michael and Fawad also discuss the rise of AI agents, tools that autonomously seek out products on behalf of consumers, potentially bypassing loyalty programs and traditional marketing tactics. Fawad emphasizes that retailers need to prepare for this new reality by rethinking product data, metadata strategies, and how they present contextual value across digital platforms.
Beyond consumer-facing strategies, the discussion touches on the vital importance of ethical AI, data governance, and building trust through transparency. Fawad stresses that once trust is lost, it is nearly impossible to regain—a warning for brands rushing headlong into AI adoption without the proper safeguards.
The episode closes with actionable advice for retailers:
Start investing in AI to deliver curated, personalized, and measurable consumer experiences.
Start preparing for the reality of AI agents shaping consumer choice.
Stop underestimating the power of existing loyalty programs, which remain a crucial bridge to long-term engagement.
Read the report
https://www.accenture.com/content/dam/accenture/final/accenture-com/document-3/Accenture-Me-My-Brand-and-AI.pdf#zoom=40