The Privacy Advantage: Using trusted data and AI for better marketing outcomes

Canadian marketers face a challenging paradox: 71% of Canadians worry about the security of their data, and 77% believe it's more exposed than ever, yet AI adoption has doubled in the last year, with nearly half of Canadians already using AI tools. The CMA’s latest consumer privacy research reveals that 90% of Canadians are concerned about online privacy, but 73% now prefer personalized ads — a 12-point increase from the previous year.

To navigate through these complexities, CMA convened top practitioners and Canada’s Privacy Commissioner to outline how organizations can build trust and drive growth.

Opening the session, CMA President & CEO Alison Simpson emphasized that "Our success really hinges on earning consumer trust. Leveraging both data and AI's potential while respecting privacy boundaries aren't just going to survive our current economic uncertainty, they will really help define the future of marketing in Canada."

In her keynote address, Jan Kestle, founder and president of Environics Analytics, reinforced this message, noting that organizations that use data responsibly achieve stronger outcomes, and that success depends on earning and maintaining consumer trust.

Shaping policy through collaboration

Canada's Privacy Commissioner Philippe Dufresne joined Sara Clodman, CMA's Chief Public Affairs and Governance Officer for their third annual fireside chat, to discuss the future of privacy in a data-driven economy. The Commissioner stated, “We're lucky in Canada to have the CMA, which is such a thoughtful, credible and impactful voice,” calling the organization's contributions "absolutely critical" to practical policy development.

The Commissioner credited CMA's feedback with "directly impacting" his office's thinking on key consultations, from strategic planning to biometrics guidance. "I name-drop the CMA and you Sara, often," he noted, highlighting how the organization's balanced approach to privacy and economic growth resonates on the international stage.

Key takeaways from the discussion include:

• On biometrics, the Commissioner credited CMA's detailed feedback with leading to a stronger guidance document that adopts a contextual, spectrum-of-risk approach while clearly distinguishing between best practices and legal requirements.
• On age assurance consultations, the Commissioner noted CMA's comments were "directly impacting our thinking."
• On “the right to be forgotten”, the Commissioner explained that Canada’s nuanced approach weighs individual harm against public interest, ensuring information remains accessible through topic searches while protecting individuals from harm through name-based searches.
• The Commissioner committed to ongoing dialogue to address the CMA’s concerns about the broad definition of “deceptive practices” while finding ways to achieve and recognize good practices that address regulatory concerns. 

Privacy, personalization and consumer expectations

Personalization earns trust by closing the gap between the data consumers share and the benefits they receive.

The most effective marketers use data to reduce noise, not amplify it. They focus on timing and relevance as drivers of fairness: reaching people when the message matters, in ways that respect attention and autonomy. Smart practitioners use data for suppression, not just targeting, understanding that not communicating sometimes creates value in our over-messaged world. When consumers see how their data enhances their experience and know they're in control, personalization becomes both ethical and impactful.

Regional nuances also matter. The CMA’s consumer research found that Quebecers, followed by Maritimers, remain the most cautious about personal information-based marketing practices, while people in the Prairies are cautious but open when best practices are applied, and Ontario and B.C. consumers are generally more receptive.

AI That Works — Stories of Implementation

The real challenge with AI isn't access to tools, it's knowing how to use them responsibly and effectively. Teams succeeding with AI treat it as a collaborator that accelerates insight and expands creative potential, not as a replacement for human judgment.

Consider this five-step process:

• Define the problem clearly: Focus on business challenges, not AI opportunities. Write it down in plain language.
• Use trusted data: Apply proper privacy and governance controls, and tap into your broader organization's perspective.
• Evaluate risk responsibly: Start with small, safe tests that can generate value quickly.
• Experiment systematically: Build evidence for how AI can work responsibly in your workflows.
• Align the organization: Secure top-down buy-in with ROI metrics and bottom-up enthusiasm through adoption. 

Strong governance, transparent data use, and human oversight ensure that trust remains intact as automation scales. Don't overthink it. Start with legally approved foundations, use AI to create variants, and let humans validate the output. As one panelist noted, "Change your habits to be AI first", experiment personally to understand business opportunities, whether through learning new skills or using AI to challenge your own bias. 

Building business resilience against disinformation

Jake Hirsch-Allen and Marium Hamid from The Dais addressed a critical threat to trust-based marketing: disinformation campaigns targeting Canadian businesses Their research shows that these campaigns can trigger a 2 to 4% drop in a company’s valuation, while 34 to 54% of Canadians encounter fake content weekly.

Companies should be proactive with internal detection protocols and employee training, while engaging externally through platform accountability measures and strategic advertising spend.