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Artificial intelligence, economic uncertainty and shifting consumer behaviour are reshaping how businesses operate. They are raising broader questions about Canada’s role in the global economy and how the country can compete amid rapid change.
These themes shaped the fireside chat and panel discussion at the 2026 Maclean’s Ideas Summit.
Held at The Selby in Toronto on February 18, the Maclean’s event was presented in partnership with Tricon, Mastercard and Northeastern University. Sarah Fulford, editor-in-chief of Maclean’s, opened the evening, and publisher Jason Maghanoy moderated a panel discussion with leaders from business, technology, healthcare and academia.
For marketers, agencies and brand leaders, many of the themes will feel familiar. Technology is moving quickly. Consumers are evolving. And organizations are navigating an environment where uncertainty has become part of the landscape.
Here are five takeaways from the discussions.
1. The leaders who experiment with AI will move ahead
Artificial intelligence was at the centre of many conversations during the evening. The message from speakers was clear: waiting to see how things play out is not a strategy.
Erin Elofson, president of Mastercard Canada, said the most successful organizations will be the ones willing to experiment and test how the technology can improve their business. No one has all the answers yet, and uncertainty has become part of the operating environment for business leaders. What matters is learning quickly and applying AI where it genuinely improves customer experience or efficiency.
Takeaway: Leaders should move beyond curiosity and start testing how AI can improve their business today.
2. Trust will determine how quickly AI is adopted
While the technology is advancing quickly, adoption still depends on whether people trust it.
Pamela Snively, chief data and trust officer at TELUS, said trust in technology remains one of the biggest barriers to AI adoption. People want to know how systems work, how data is used and what safeguards are in place.
She also noted that organizations need to communicate clearly about how their AI systems are designed and governed. Even well-built tools will struggle to gain traction if people do not understand why they are safe to use.
For companies introducing AI into products or services, transparency matters as much as innovation.
Takeaway: Trust will drive adoption. Organizations must clearly explain how their AI works.
3. Canadian consumers are resilient but more selective
Despite economic uncertainty, Canadian consumers are still spending. They are simply making more careful choices.
According to Elofson, spending in Canada has remained relatively resilient overall. But Canadians are becoming more selective about where their money goes. Experiences continue to take priority over material purchases, and people expect smoother, more personalized interactions with brands.
Large events and travel are still driving strong spending in some categories, which shows that people continue to prioritize moments and experiences even in a challenging economic environment.
Takeaway: Experiences are winning over things, making relevance and value more important than ever.
4. The best use of AI will still keep people at the centre
AI will change how many services are delivered, including healthcare. But speakers emphasized that technology works best when it supports human expertise rather than replacing it.
Kevin Smith, CEO of University Health Network, pointed to research comparing patient responses from doctors and AI systems. Patients often preferred the AI responses because they were fast, available at any time and easy to understand.
That doesn’t make experts less important. Instead, technology can help professionals work more effectively and improve access to information and services.
Takeaway: AI should support human expertise. The best experiences combine both.
5. Canada’s biggest opportunity may be collaboration
Across the discussion, one theme kept coming up. Canada has the talent and ideas needed to compete globally, but progress will depend on how well different sectors work together.
Aliza Lakhani, CEO and regional dean of Northeastern University’s Toronto campus, pointed to the growing gap between what students learn in the classroom and the skills industries need today. She argued that stronger partnerships between universities and businesses are essential so students gain real-world experience while they are still learning.
Housing and affordability also surfaced as major concerns. Andrew Joyner of Tricon Residential noted that Toronto has seen a dramatic slowdown in condo presales as higher interest rates and financing costs reshape the development landscape. The shift could lead to more purpose-built rental housing and developments designed with long-term community needs in mind.
While speakers were realistic about the challenges ahead, there was also optimism that Canada has the talent and ideas needed to move forward if leaders are willing to act.
Takeaway: Stronger partnerships between industry and education will be key to preparing the next generation of Canadian talent.
The bigger picture
The conversations at the 2026 Maclean’s Ideas Summit reflected the moment many organizations are navigating today. Technology is evolving quickly, expectations are shifting and leaders are operating in an environment where change is constant.
For those in media, marketing and business, the message was clear. Experiment with new tools, focus on building trust and invest in the partnerships that will shape the next generation. How Canada responds to these shifts will play an important role in determining its place in the global economy—and how it continues to endure.
For an inside look at the evening, including photos from the event, explore the full Maclean’s coverage.
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