Australian consumers split on AI trust despite widespread use

Three in four Australians now use generative AI tools such as ChatGPT and Google Gemini to help with purchases, but a trust gap is emerging across age, income and gender, according to new research from Bench Media.

The report, What Consumers Expect from Brands in the Age of AI, found that nearly half of consumers want brands to disclose when AI is being used, while 82% believe companies should face stricter regulation. Bench Media CEO Ori Gold (pictured) said the findings show consumers are no longer questioning AI’s existence in marketing but how it is applied.

“AI will only be as powerful as the trust and connection it builds with consumers,” Gold said. “Australians are asking how it is used, how it is disclosed, and whether it aligns with brand values. The smartest brands in 2025 will not be the ones with the most AI, they will be the ones that use it with the most emotional intelligence.”

The research highlighted a sharp generational split. Younger Australians are embracing AI for shopping, work and leisure, while older demographics remain cautious and sceptical about its impact on trust, service and authenticity. Income and gender also shape adoption, with women using AI more frequently than men, and lower-income households showing higher levels of distrust.

Although 54% of Australians trust generative AI platforms for product research, 22% express outright distrust. Among 18–24 year-olds, six in ten use AI weekly, but many still believe humans do a better creative job. Meanwhile, nearly half of Australians want AI-generated advertising clearly labelled, and three-quarters believe AI-powered models promote unrealistic beauty standards.

Industry leaders said the white paper offers timely guidance. Jonas Jaanimagi, technology lead at IAB Australia, called it “a solid start for those looking to embrace the core capabilities within this fast-evolving space,” while UTS associate professor Ofer Mintz emphasised the need for marketers to factor in consumer reactions to AI trends.

Gold said the challenge for marketers is not just adopting AI but using it measurably, scalably and empathetically. “AI is no longer a futuristic concept, it’s already reshaping how marketers connect and engage with audiences. The real competitive advantage will come from combining technological capability with human understanding.”