In its latest report, KPMG Canada revealed that more than three-quarters of Quebec-based organizations have adopted generative artificial intelligence, with almost half of adopters reporting full integration of the technology across core operations.
The findings from a survey of 123 Quebec companies highlighted a significantly higher adoption rate in Quebec (76 percent) compared to the national average of 61 percent.
David Marotte, KPMG Canada’s leader of data and AI in Quebec, attributed this rapid integration to Quebec’s supportive AI ecosystem and business leadership. “The rapid adoption of generative AI among Quebec businesses is impressive,” Marotte said, noting that nearly half of Quebec respondents (46 percent) indicated full integration of AI across operations, above the national figure of 36 percent.
The survey found that Quebec companies see generative AI as a vital competitive tool, with 92 percent of respondents emphasizing its importance in gaining an edge. Monitoring compliance ranked as the top use case for AI, cited by 50 percent of Quebec respondents, followed by automation of tasks (37 percent) and generating marketing materials (30 percent).
However, Marotte cautioned that successful integration involves more than adopting the technology. “It’s not enough to simply adopt generative AI – organizations need a comprehensive strategy to effectively apply its capabilities,” he added.
Although generative AI is a priority for 72 percent of Quebec businesses, the survey revealed slightly lower enthusiasm than the national rate of 75 percent. Marotte explained this difference could be due to Quebec companies having already made substantial investments in the technology. Quebec businesses, meanwhile, are focusing on achieving profitability through AI, with 50 percent citing improved profitability as their key return on investment (ROI) measure, compared to a national focus on productivity.
Sixty percent of Quebec respondents plan further AI investments in IT over the next three to five years, with research and development also highlighted as an area of focus.
Despite the benefits, Quebec companies face challenges in AI implementation, with 78 percent indicating that employee understanding and adoption pose significant hurdles. Ethical concerns also weigh heavily, as three-quarters of respondents noted difficulties related to biased data, privacy, and transparency.
To address these challenges, Marotte recommended robust employee training, alignment between technology and C-suite leaders, and strong risk management practices. KPMG also stressed the need for continuous education and communication across organizational levels to ensure AI strategies are executed responsibly.