Quebec regulator warns AI and finfluencers are reshaping client financial decisions
The AMF itself participated in the Global Week of Action Against Unlawful Finfluencers in June 2025. It joined forces with the Ontario Securities Commission and regulators in Hong Kong and the United Arab Emirates. The pattern of cross-jurisdictional co-ordination suggests the issue is unlikely to recede.
“Finfluencers and artificial intelligence can be useful tools for taking an interest in your personal finances and better understanding certain financial concepts,” said Isabelle Blackburn, superintendent, client services and financial education at the AMF in Québec. “However, when it comes to making financial decisions, caution remains essential. These sources of information have limitations and are not a substitute for advice tailored to your specific situation.”
What advisors are seeing on AI and finfluencers
Among finfluencer viewers, 68 percent also use AI for investing. That compares with just 14 percent of those who do not follow creator content. The Global X and NBDB study described this pattern as digitally engaged investors building layered research habits rather than relying on a single source.
AI is most often used to double-check the investor’s own thinking, generate ideas, research markets, and summarise financial information, the same study found. That pattern describes a client base that arrives at advisory meetings having already formed views that might not been verified or tailored to their individual circumstances.
The AMF will publish full survey results and additional educational resources on its website throughout November as part of Financial Literacy Month. For advisors, the data reinforces the value of proactively addressing how clients gather financial information. This is particularly relevant where clients are using AI tools or finfluencer content ahead of formal advice conversations.
