In 2026, artificial intelligence has become a strategic ally in the world of B2B networking. In Canada and beyond, it’s transforming how businesses meet, collaborate, and grow.
But where do we really stand? And what are the concrete impacts for players in the Canadian business ecosystem? Let’s dive into this quiet revolution that’s redefining the rules of the game.
AI Emerges as the Driver of Business Networking
Since 2024, investment in artificial intelligence in Canada has experienced remarkable growth, largely supported by organisations like Scale AI, the innovation supercluster based in Montreal that positions the country as a global leader in applied AI.
The numbers speak for themselves. According to the National Research Council of Canada, more than 68% of Canadian businesses have now adopted at least one artificial intelligence solution to improve their internal processes. That’s a progression of over 20% since 2022, demonstrating unprecedented acceleration.
This massive adoption isn’t limited to tech giants. From Quebec SMEs to West Coast startups, AI is infiltrating every aspect of commercial activity, particularly in the realm of business development.
“AI allows us to create more relevant matches, reduce friction in business meetings, and make events more productive,” explains Julien Proulx, a business development advisor at a Montreal-based incubator.
In practical terms, at major events like C2 Montreal or Startupfest, participants no longer have to leaf through endless lists of exhibitors or navigate blindly through crowded halls. AI-powered matchmaking platforms now directly suggest the right contacts based on stated objectives, areas of interest, or even behavioural data collected in real time.
Networking thus becomes more intentional, more strategic, and above all, much more efficient.
How AI Is Concretely Changing B2B Matchmaking
From Static Profiles to Dynamic Behavioural Data
Just a few years ago, matchmaking systems relied on rudimentary forms: industry sector, company size, expressed needs. A static approach that often produced approximate results.
Today, locally developed Canadian algorithms go much further. They analyse participants’ digital behaviour in real time: clicks made, time spent on certain profiles, implicit preferences revealed through navigation, interaction history. This wealth of data allows for continuous refinement of recommendation quality.
Innovative solutions developed by startups emerging from Mila (the Quebec Artificial Intelligence Institute founded by Yoshua Bengio) or supported by Scale AI are working on continuous learning systems. These platforms adapt their suggestions as users interact, creating a truly personalised experience that evolves over time.
Predictive Matchmaking: Anticipating Needs Before They’re Formulated
One of the most promising advances lies in predictive models. Some platforms are already experimenting with systems that identify collaboration opportunities before a company even formulates an active search.
Take a concrete example: a Quebec SME specialising in green technologies could receive collaboration proposals with European manufacturers specialising in sustainable materials. How? By cross-referencing public databases (patent filings, government tenders, funding announcements) with the company’s activity profiles.
This proactive approach transforms matchmaking from a reactive exercise into a genuine strategic development tool. Companies no longer just search for partners; they discover opportunities they would never have considered.
Seamless Integration into Daily Business Tools
Artificial intelligence is no longer limited to one-off events. It now integrates directly into the CRMs and contact management tools used daily by sales teams.
This integration allows business development professionals to receive contextualised recommendations throughout their sales cycle, not just during a trade show or conference. AI becomes a permanent assistant, suggesting relevant contacts at the right moment, based on commercial context and ongoing objectives.
Tangible Benefits for Canadian Businesses
The adoption of AI in B2B matchmaking generates measurable benefits that transform how businesses develop their networks.
Considerable time savings: Sales teams avoid irrelevant meetings and focus their energy on high-potential connections. Gone are the afternoons wasted discussing with contacts that don’t match real needs.
Superior quality of established connections: AI connects players whose needs and offerings truly complement each other, significantly increasing the chances of lasting collaboration. Algorithms detect synergies that the human eye might miss.
Facilitated territorial expansion: Regional businesses can now access national or international partners with surprising ease. This openness facilitates exports and encourages open innovation, particularly valuable for Canadian SMEs looking to grow beyond their local market.
Precise measurement of outcomes: Collected data allows for rigorous tracking of networking performance: number of meetings generated, conversion rate to concrete opportunities, participant satisfaction level. This traceability enables continuous optimisation of development strategies.
According to Innovation, Science and Economic Development Canada, platforms that integrate AI into the connection process see an average 35% increase in the rate of successful meetings at hybrid events. A figure that speaks for itself.
Limits and Challenges to Address
Despite its promises, artificial intelligence applied to B2B matchmaking raises legitimate questions that must be addressed.
Algorithmic Bias and the Imperative of Transparency
Like any technology, AI is not free from bias. Algorithms can inadvertently favour certain profiles over others: large companies versus SMEs, urban regions versus remote territories, tech sectors versus traditional industries.
Responsible platforms must ensure they regularly audit their systems and correct these imbalances. Bill 25 in Quebec, which strengthens personal information protection, as well as the future European AI Act that Canada is drawing inspiration from, now impose strict obligations for transparency and algorithmic governance.
Businesses must be able to understand why a recommendation is made to them and have the ability to challenge or adjust parameters. This transparency is essential to maintain trust in these systems.
The Human Aspect Remains Irreplaceable
However powerful it may be, artificial intelligence cannot replace the chemistry of an authentic meeting, the intuition of an experienced professional, or the ability to grasp cultural and relational nuances.
The best platforms understand this and maintain a strong human dimension. They offer the ability to refuse suggestions, reformulate needs, or build a relationship outside the automated framework.
“AI should amplify human connections, not replace them,” reminds Marie-Ève Boutin, corporate events director in Quebec City. “Technology opens doors, but it’s people who create lasting partnerships.”
This philosophy of augmentation rather than replacement should guide the development of all AI-powered matchmaking solutions.
What 2026 and Beyond Hold in Store
The evolution of AI in B2B matchmaking is only beginning. Several trends are already emerging on the horizon.
100% hybrid and fluid events: Physical and virtual meetings will be coordinated in real time by AI assistants capable of simultaneously managing thousands of participants, suggesting appointments, and optimising schedules to maximise meeting opportunities.
Enriched multi-criteria recommendations: Beyond traditional commercial criteria, algorithms will integrate increasingly sophisticated dimensions: geographical compatibility, corporate culture, ESG objectives, organisational values. Matchmaking will become truly holistic.
Explainable and ethical AI: Each recommendation will be accompanied by transparent justification, allowing users to understand the algorithm’s reasoning. This explainability will strengthen trust and allow for finer adjustments.
The emergence of intelligent business hubs: Montreal, Toronto, and Vancouver are becoming innovation centres where collective data feeds common sectoral matchmaking models. These shared ecosystems will create powerful network effects, benefiting all economic players.
Conclusion: Humans at the Heart of Technological Revolution
Artificial intelligence is profoundly redefining the Canadian business networking landscape. Instead of relying solely on intuition, chance encounters, or traditional networks, businesses now have access to powerful tools that create more relevant, faster, and more strategic connections.
Innovative platforms like B2B/2GO are at the forefront of this transformation, using data and artificial intelligence to democratise access to business opportunities and create a more equitable and efficient commercial ecosystem.
In 2026, the key to success will lie not only in mastering technology, but in the ability to keep humans at the heart of business relationships. The most sophisticated algorithms will remain tools serving a fundamentally human objective: creating authentic, lasting, and mutually beneficial professional relationships.
The future of B2B matchmaking will be hybrid: technologically advanced, yet profoundly human. And Canada, with its innovation ecosystem in AI among the most dynamic in the world, is particularly well positioned to lead this revolution.
Sources and References
- National Research Council of Canada (NRC), Portrait of AI Adoption in Canada, 2024
- Scale AI, Annual Report on Applied Artificial Intelligence, 2025
- Innovation, Science and Economic Development Canada (ISED), B2B Technology Trends in Canada, 2025
- Mila – Quebec Artificial Intelligence Institute, Applications of AI in Inter-Business Relations, 2024
