Quebec AMF highlights rising use of AI and finfluencers in personal finance

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Quebec AMF on AI and finfluencers

Highlights

Léger survey for Quebec AMF finds 30% of Quebeckers, including 50% aged 18–24, now use artificial intelligence for personal finance information, up significantly from last year.
Savings and investments are the top AI information search topics at 37%, while only 9% seek loan and mortgage advice, down 8 percentage points year-over-year.
Financial influencer content now guides 21% of Quebeckers’ financial decisions, rising to 50% among those aged 18–24, indicating growing digital influence on consumer choices.

Survey findings on AI and financial influence

As reported by Financial Markets Authority (AMF), citing Autorité des marchés financiers, a survey conducted by Léger on the regulator’s behalf shows that 30% of Quebeckers now use artificial intelligence to obtain information on managing their personal finances. That is 7 percentage points higher than in 2025, while usage reaches 50% among people aged 18 to 24, up 13 percentage points from last year.

Savings and investments are the main area of interest for respondents using artificial intelligence tools, with 37% seeking information on that topic. By contrast, 9% of Quebeckers search for information on loans and mortgages, down 8 percentage points from last year.

The survey also points to the influence of financial content creators on consumer choices. Overall, 21% of Quebeckers say advice shared by influencers or content creators could guide their financial decisions, and that share rises to 50% among 18- to 24-year-olds.

Isabelle Blackburn, Superintendent of Client Services and Financial Education, says finfluencers and artificial intelligence can help people take an interest in their finances and understand financial concepts better. She adds that consumers should remain cautious when making decisions because such sources have limits and do not replace advice tailored to individual circumstances.

Consumer education push across Quebec

In November, the AMF is emphasizing the need to treat artificial intelligence and finfluencer content as tools for understanding rather than as stand-alone decision-making guides. The regulator says checking information against reliable sources is important before taking action.

Throughout Financial Literacy Month, the AMF is offering tools, educational content and practical guidance aimed at strengthening consumers’ financial knowledge. Content covering trends including artificial intelligence, finfluencers and gamification is available on the AMF website and is also being shared on the organization’s social media platforms.

Separately, partners in the Québec Financial Education Strategy are inviting the public to attend four free webinars during Financial Literacy Days. The sessions are intended to help consumers better manage their personal finances as digital tools and online personalities play a larger role in financial decision-making.

Our earlier report on AI-driven cyber risks in banking highlighted regulators’ growing concern that advances in AI are increasing the scale and complexity of attacks on critical financial services. We noted the push for deeper cyber resilience measures, including independent “bare metal” recovery options and stronger human oversight as banks adopt more autonomous systems.

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