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This story was first published on RealAgriculture.com on Oct. 20, 2026.
Farmers remain among the most trusted sources of information about Canada’s food system, but when Canadians have questions about agriculture, they’re increasingly turning to artificial intelligence for answers.
That shift presents both a challenge and an opportunity for farmers and food industry organizations looking to build public trust.
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At the Canadian Centre for Food Integrity’s Public Trust Summit in Toronto, RealAgriculture’s Bernard Tobin caught up with Ryan Anderson, chief strategist for Northern Army Inc., to discuss how AI is changing the way Canadians access information and what agriculture can do to ensure credible voices are part of the conversation.
Anderson said AI is quickly becoming a gatekeeper for information. Rather than searching through websites, consumers are increasingly receiving direct answers generated by AI tools, often without visiting the original source.
“If you’re not appearing there, chances are you’re invisible to an increasingly large number of people who rely on AI for their day-to-day information,” said Anderson.
He noted that while Canadians may identify farmers as trusted sources, they can’t always speak to a farmer when they have questions about food production. AI, on the other hand, is available instantly, making it important for the agriculture industry to ensure accurate, credible information is accessible to these platforms.
So how can farmers and food organizations improve their visibility?
Anderson recommended starting with a well-built, accessible website that AI tools can find and interpret. Technical barriers can prevent credible information from appearing in AI-generated answers, even when that information is readily available to human visitors.
Building authority is equally important. Anderson encouraged organizations to understand what consumers are actually asking about food and farming, then develop content that answers those questions. Identifying authors, highlighting expert credentials and supporting claims with credible evidence can all help establish authority.
He also emphasized the importance of covering topics thoroughly. For example, an organization discussing apples should consider questions about production practices, pesticide use, food safety, preparation and recipes rather than focusing exclusively on the story of the farm.
Beyond websites, Anderson recommended sharing information through multiple channels, including YouTube, LinkedIn and industry publications. Working with researchers, industry partners and other credible organizations can also strengthen what he calls pooled authority, increasing the likelihood that accurate agricultural information is represented in AI-generated responses.
For Anderson, embracing AI doesn’t mean abandoning traditional approaches to public trust. Instead, it means making credible agricultural information easier to find, understand and share.
As AI becomes a more common source of information, Anderson said he believes farmers and food industry organizations need to understand how these tools work and take an active role in ensuring the industry’s expertise remains visible to Canadians.
