By Jen Evans, B2B News Network
As businesses around the world race to adopt artificial intelligence, Canada finds itself in an interesting position—both a leader in AI research and development and yet, at times, a more cautious adopter of emerging technologies. I had the opportunity to speak with Chris Dulny, Chief Digital, Data, and Innovation Officer at PwC Canada, about AI adoption trends, Canadian business hesitancy, and the evolving role of AI in shaping productivity and decision-making.
Leading Innovation at a Legacy Organization
Chris Dulny has been at the helm of PwC Canada’s digital transformation efforts for seven years, a role that has evolved significantly. “If you think about my role, it’s about how this 150-year-old organization shows up differently to support our clients and society,” he explains. “And then, of course, the other side of the coin is our own transformation. So, while it is a lot of tech, it’s really a lot of culture too.”
Managing both external client expectations and PwC’s internal evolution in an era of rapid technological change is both exciting and challenging. “It is an amazing amount of fun, but it does come with a level of stress,” he admits.
Canada’s AI Paradox: Early Innovator, Cautious Adopter
One of the most striking insights from PwC’s recent survey was that Canadian CEOs appear to be lagging behind their global counterparts in AI adoption. Given that Canada is a recognized leader in AI research, I asked Dulny why this disparity exists.
“A little bit surprised, but not shocked,” he responds. “Canadian organizations tend to be more cautious by nature. When we talk about large-scale technology, they take a very measured approach.”
He points to several factors:
• Regulatory uncertainty: “Canadian executives are considering what the regulatory environment will look like over time.”
• Talent availability: “Do we have the right skills in place?”
• Data trust: “Building confidence in AI-generated insights is a key concern.”
Despite these concerns, Dulny is optimistic. “This technology revolution is different because it is much easier to implement. The cloud providers have made it easy. This isn’t the big, complex tech adoption of the past.”
Where AI is Making an Impact—And Where It Hasn’t Yet
While AI has already transformed marketing, customer engagement, and software development, deeper applications—such as data analysis, operational efficiencies, and predictive modeling—are still in the early stages of adoption.
“Before the ChatGPT moment, AI was a more complicated initiative,” Dulny says. “It required deep technical expertise, applied science, and major investment. But generative AI has made it broadly accessible. Now, it can be used by anyone in an organization.”
The real power, he explains, will come when AI is fully integrated into core business processes, operational decision-making, and enterprise-wide data strategies. However, businesses are still navigating legacy systems and figuring out how to extract value from AI-powered insights.
“One of the biggest shifts we’re seeing now is that organizations are moving from experimentation to deeper adoption roadmaps,” he notes.
The Productivity Puzzle: Why AI Hasn’t Yet Transformed Canadian Business Efficiency
Canada has long struggled with lagging productivity, particularly in the public sector. AI has the potential to change this, but adoption has been slow.
“We have seen data that suggests AI can produce massive efficiency gains,” I point out. “For example, reports that once took weeks can now be generated in seconds. But these improvements don’t seem to be making their way into Canadian businesses at scale.”
Dulny acknowledges this challenge. “It’s still early, and there’s a learning curve. If we look at our survey data, 54% of Canadian CEOs anticipated efficiency gains from AI, but only 45% saw the impact. So you ask, why?”
He outlines three key hurdles:
1. Legacy systems: “Integrating AI into existing workflows takes time.”
2. Cultural shifts: “The best organizations are investing in upskilling their workforce, ensuring employees understand and adopt AI tools.”
3. Measuring impact: “Many businesses struggle to quantify the true ROI of AI investments, just as they did with past technological shifts like spreadsheets or cloud computing.”
AI Governance: Boards Are Stepping Up
As AI adoption deepens, corporate governance is becoming increasingly critical. Dulny has been engaging with boards across industries, and he sees a shift happening.
“Over the past year, boards were focused on education and awareness. Now, they are pressing management for real AI strategies, execution plans, and measurable KPIs,” he explains.
I’ve observed the same trend in my own work as an AI policy consultant. Boards that take an active role in AI strategy drive faster, more aligned decision-making—although some turf wars do emerge along the way.
The Future of Work: Reinventing Industries
Beyond efficiency gains, AI is reshaping entire industries—from law to insurance to consulting. Dulny shares a compelling example.
“A legal tech company recently told us that AI will ‘democratize the law’ by making legal processes faster, cheaper, and more accessible. That could fundamentally change how disputes are resolved.”
This trend extends beyond law. “Any industry based on knowledge work—law, accounting, consulting, even medical diagnostics—is being disrupted. AI is making expertise more accessible at scale.”
The biggest challenge? Business leaders must act now to ensure they aren’t left behind.
Canada’s Moment: Will We Seize the Opportunity?
Canada’s deep AI talent pool, combined with its strong innovation history, makes it well-positioned to lead in this new era. But as Dulny points out, cautious decision-making could hold businesses back.
“Canadian CEOs are looking for big triggers that might spur action,” he says. “And if that’s not sitting south of the border today, I don’t know what is. We’re seeing geopolitical shifts, regulatory changes, and major economic uncertainty. AI is a critical tool for resilience.”
As businesses navigate this transformation, Dulny emphasizes a holistic approach:
“AI adoption isn’t just about tech. It’s about leadership, governance, and culture. The companies that figure that out will be the ones that thrive.”
Final Thoughts
AI adoption is no longer an option—it’s a necessity for businesses that want to stay competitive. But in Canada, where businesses tend to move cautiously, the challenge will be overcoming hesitancy and fully embracing AI-driven transformation.
As Dulny puts it: “AI is one of the greatest business opportunities of our time. Canadian companies need to ensure they’re not left behind.”
Jen Evans is a journalist and AI policy consultant helping businesses navigate the evolving landscape of AI governance and adoption.
