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Articles by Paul Acerbi
AI can shop for you. But will consumers let it?
Marketers and retailers must understand where consumers welcome AI, where they resist it, and how those boundaries differ by category and generation. 10.08.26 In late 2024, we asked whether AI was about to rewrite the "First Moment of Truth." We imagined a new "Prompted Moment of Truth," where an assistant picks the brand before the shopper ever reaches the aisle. In July 2026, after 18+ months of AI model updates and product launches, we asked 2,000 Canadians the same questions again.
Don’t Mistake Stability for Endurance
Households are surviving structural change. Mistaking that survival for stability is a strategic error. 02.12.26 At Ipsos, we work at the intersection of consumer behaviour and public opinion. It is from this unique vantage point that we see the emergence of the Endurance Economy. This is more than a moment of consumer caution. We are seeing a deeper structural shift in how Canadians assess security, institutions, and the future.
Price Matters: More Important Than Ever
While price has always mattered, it has now emerged as a dominant factor influencing the decisions of Canadians. Here’s why. 02.10.25 Many Canadians do not have a choice when it comes to price and many more are seeing their choices reduced based on the amount of money they have to spend. Every decision from daily grocery purchases to long-term investment comes with a cost, and increasingly, these costs are dictating not just consumer behaviour but broader social trends and national priorities.
AI, friend or foe?
This story was originally published as “AI, friend or foe?” by our friends at The Line. It has been reproduced here with permission. Please follow them on Substack. Imagine a future where government services are just a click away, as seamless and efficient as ordering a coffee on your favourite app. This is a future that governments around the world, including Canada’s, are promising. Artificial Intelligence (AI) is increasingly positioned as the Holy Grail of technological developments.
Will your brand survive AI?
In an era where AI is rapidly transforming consumer behavior, brand marketers face a critical challenge: adapting to a world where algorithms may soon influence purchasing decisions more than traditional marketing strategies. Our latest study at Ipsos Canada reveals a startling trend - 63% of consumers are willing to try AI-recommended brands, even if it is not one of their usual brands. This shift threatens to redefine brand loyalty and the classic 'First Moment of Truth'.
Inflation is Canadians’ Top Concern - Here’s What You Need to Know
We share a three-part strategy to help marketers manage their inflation sensitive innovation pipeline. Unlike COVID which has been labeled “unprecedented,” the same cannot be said for rapid inflation here in Canada, and around the world. At Ipsos we are committed to leveraging our institutional knowledge and expertise across Public Affairs, Innovation and Market Strategy to continue to help brands drive growth, regardless of what the market throws at us.
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