Trust in AI. A defining moment for Canada.
The race to lead in artificial intelligence won’t be won by the fastest movers—it will be won by those who move fast and earn trust.
Artificial intelligence (AI) is the foundational technology of our era. But as AI’s capabilities grow, so do the stakes. AI raises profound questions: Who controls these systems? How do we prevent misuse? What happens when algorithms make decisions that affect people’s lives, livelihoods, and liberties?
Innovation moves at the speed of trust. Countries and companies that get trust in AI right will attract investment, retain talent, and build the public confidence needed to adopt AI at scale. Those that don’t risk falling behind—not because they lack technical capability, but because they lack the social licence to deploy what they’ve built.
For Canadian organizations, this isn’t about being slowed down by risk. It’s about seizing the opportunity to lead.
To understand whether organizations in Canada are rising to the Trust in AI challenge, PwC Canada surveyed 220 senior decision makers—chief AI officers, chief information officers, chief data officers, chief risk officers, and others responsible for AI governance—at Canadian organizations across sectors.
The results show a country at an inflection point. While some companies are investing heavily and moving fast, others remain uncertain where to start. The gap between leaders and others is widening.
Are Canadian organizations rising to the trust in AI challenge?
Explore the PwC Canada Trust in AI report
Key numbers shaping executive decision making
Finding |
Implication |
72% of organizations name responsible AI a top priority |
But just over one-third still have no dedicated governance function. Who owns the risk if things go unexpectedly? |
| 82% of large organizations prioritize responsible AI vs. only 52% of small companies | A two-tier system is emerging where small and medium-sized enterprises may become the weak links in industry trust. |
| 71% expect positive financial outcomes from responsible AI investments | Yet 14% anticipate negative impact, concentrated among large enterprises facing transition costs and small businesses facing resource constraints. |
| Nearly one-third plan to spend $10 million or more over three years and assign 26 or more staff to responsible AI | If almost a third of Canadian organizations are making investments of this scale, executives should ask: Are we keeping pace, and are we allocating capital to the areas that matter most? |
Read the full Trust in AI report
Contact us
National Data Trust & Privacy Practice Leader, PwC Canada
Tel: +1 647-822-6101
