Salesforce says artificial intelligence reshaped holiday shopping, with AI and agents driving 20% of global orders worth US$262 billion. Yet 67% of Canadian marketing leaders report struggling to keep pace with shifting consumer behaviour.
The findings come from Salesforce’s State of Marketing report, which surveyed 4,450 marketers globally, including 250 in Canada. While 85% say AI is raising customer expectations, nearly half of Google searches now display AI-generated summaries, compressing the traditional marketing funnel. Eighty-eight percent say customers expect two-way conversations, but 87% admit running generic campaigns. Forty-four percent have yet to adapt strategies for AI-driven discovery.
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