Canadian firms grapple with security and brand control as AI assistants like Muse expand
Retailers and banks in Canada are weighing the benefits of AI personal assistants against risks to data security and brand loyalty, with several major institutions blocking third-party agents.
One month after Meta Platforms launched its Muse AI personal assistant, the app has become the most popular in Canada, prompting retailers and financial institutions to decide how much access to grant the technology. Muse, along with agents from OpenAI, Anthropic and start-up Instinct, can read users’ email and calendar, shop online, fill out forms and, if instructed, interact with bank accounts.
Amazon.com Inc. blocked Muse from making purchases on its site, and the Royal Bank of Canada announced it is preventing third-party agents from accessing its digital banking services. Bank of Montreal and Toronto-Dominion Bank have taken similar steps, citing safety and privacy concerns.
For retailers, AI agents could open a new sales channel, but they also risk diverting customers away from brand websites and weakening loyalty. “There’s a real tug-of-war going on right now over who owns the customer experience,” said Uwe Stueckmann, co-founder of Innovative Marketing.
A Mastercard survey found that 41 % of Canadians are open to AI-assisted shopping, and more than half of those would let agents complete purchases using preset preferences. “When there’s a level of control and trust in place, they’re willing to look at taking that next step,” said Craig Reiff, senior vice-president of core payments at Mastercard.
Shopify has integrated Muse with its e-commerce platform, allowing consumers to browse and buy from Shopify stores through the assistant. Rohit Mishra, Shopify’s vice-president of product, said the company expects personal agents to become an increasingly important shopping method and is working on spending controls that let users authorize purchases without approving each transaction individually.
Retailers such as Groupe Dynamite are adapting to the trend, noting higher conversion rates from chatbot referrals. “Now it’s all about how do I work with that? How do I show up in these agents, the proper way, and make sure my brand is represented?” said David Stevens, chief technology officer at the Quebec-based retailer.
Experts warn that brands will need to optimise their sites for AI agents, a practice dubbed generative-engine optimisation, to ensure agents can interpret product information, pricing and policies correctly. Danielle Gifford, managing director of AI and cloud at PwC Canada, said organisations will have to develop an “agent experience model” alongside traditional human-focused designs.
Canada Goose is exploring ways to appear in AI-agent searches but has not yet enabled purchases through Muse, noting that higher-priced items are likely to remain consumer-driven decisions. Smaller independent retailers may face greater challenges, as a Lightspeed Commerce study showed national chains dominate AI-generated recommendations.
Banks are similarly cautious. Bank of Nova Scotia is limiting third-party AI agents, while the Canadian Imperial Bank of Commerce warns clients against sharing banking details with agents. Wealthsimple and Neo Financial are promoting secure, consent-based access to AI agents for financial services.
A Globe and Mail reporter’s test purchase with Muse highlighted technical glitches and errors, underscoring the need for reliable and trustworthy agent performance before broader consumer adoption.