Montréal – As part of Financial Literacy Month, the Autorité des marchés financiers (AMF) is focusing on the new factors that influence Québec consumers’ personal financial behaviour. Two such factors that sometimes guide Quebeckers’ financial decisions are the use of artificial intelligence and financial influencers. In November, the AMF would like to emphasize the importance of regarding them as tools to aid understanding and of exercising caution when making decisions.
Artificial intelligence is gaining in popularity, especially among younger adults
According to a survey (pdf - 563 KB)
This link will open in a new windowUpdated on October 26, 2026Utilisation de l’intelligence artificielle (IA) dans la gestion des finances personnelles des Québécois (in French) conducted by the firm Léger on behalf of the AMF, nearly one in three Quebeckers (30%) now uses artificial intelligence to obtain information about managing their personal finances, a 7% increase compared to 2025. This proportion reaches 50% among 18- to 24-year-olds, up 13 percentage points from last year.
More than one-third of respondents (37%) say they are looking for information on savings and investments. This is the top topic of interest regarding artificial intelligence tools in personal finance. As for loans and mortgages, 9% of Quebeckers perform searches on this topic, down 8 percentage points from last year.
Young people are tuning in to influencers
Financial influencers (known as “finfluencers”) can also shape financial choices, particularly among young adults. Accordingly, 21% of Quebeckers say that financial advice shared by influencers or content creators could guide their decisions, while this proportion jumps to 50% among 18- to 24-year-olds.
“Finfluencers and artificial intelligence can be useful tools for taking an interest in your personal finances and better understanding certain financial concepts. However, when it comes to making financial decisions, caution remains essential. These sources of information have limitations and are not a substitute for advice tailored to your specific situation. That’s why it’s important to check the information obtained with reliable sources before taking any action,” explains Isabelle Blackburn, Superintendent, Client Services and Financial Education.
Getting informed to make better decisions
Throughout Financial Literacy Month, the AMF will offer tools, educational content and practical advice to help consumers develop their financial knowledge and confidently navigate the ever-changing financial landscape. Educational content on trends such as artificial intelligence, finfluencers and gamification are available on the AMF website and will be posted on the organization’s social media platforms.
In addition, as part of Financial Literacy Days, the partners of the Québec Financial Education Strategy are inviting the public to attend four free webinars This link will open in a new window (in French) on a variety of topics to help them better manage their personal finances.
For the full survey results, check the AMF website (pdf - 563 KB)This link will open in a new windowUpdated on October 26, 2026Utilisation de l’intelligence artificielle (IA) dans la gestion des finances personnelles des Québécois (in French).
About the Autorité des marchés financiers
In its role as regulator, the Autorité des marchés financiers acts to maintain a financial sector that is dynamic, operates with integrity and warrants public confidence. It regulates, in whole or in part, activities in the following sectors: insurance, deposit institutions, securities and derivatives, distribution of financial products and services, mortgage brokerage and credit assessment.
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