When multiple URLs serve the same content, AI engines may split citations across them. A canonical tag tells them which URL to cite — consolidating all authority signals (backlinks, engagement) into one URL that's more likely to appear in AI answers.
Without a canonical tag, AI engines must guess which version of a page is primary. This is especially problematic for sites with URL parameters, trailing slashes, or www/non-www variants. Every page should have a self-referencing canonical at minimum.