TLDR: A new report by Bench Media indicates that Australian consumers hold varied and sometimes contradictory expectations regarding the use of AI in marketing. While a significant majority (75%) now leverage generative AI for purchase research, there’s a strong demand for transparency, human oversight, and choice in AI-driven interactions. Younger demographics show greater openness, contrasting with the caution of older consumers, highlighting a critical need for brands to balance technological advancement with human-centric values.
Sydney, Australia – September 10, 2025 – A recent whitepaper from Bench Media, titled ‘AI Consumer Sentiment: How AI is rewiring consumer sentiment,’ has shed light on the complex and often divergent expectations Australian consumers have for artificial intelligence in marketing. The report, based on a survey of 209 Australian consumers conducted on July 22, 2025, underscores a critical juncture for brands navigating the rapidly evolving AI landscape.
The findings reveal that three in four Australians (75%) are now actively using generative AI tools to research purchases, indicating a widespread adoption of AI in the pre-purchase phase. However, this embrace of AI is not uniform across all demographics; younger audiences are notably more open to AI-driven marketing, while older consumers approach it with greater caution. A key demand emerging from the research is the desire for transparency, with half of all consumers wanting brands to explicitly disclose when AI is being utilized in their marketing efforts. Furthermore, the majority of respondents expressed support for stricter regulations governing how brands employ AI.
This sentiment is echoed and expanded upon by other recent industry reports. The Twilio ‘State of Customer Engagement Report,’ published on June 17, 2025, found that while 97% of Australian companies believe AI enhances customer-facing operations, a significant 66% of Australian consumers feel ‘exhausted by AI.’ This report also highlighted that 62% of consumers wish to be informed when interacting with AI, and a substantial 85% prefer to have a choice in how brands communicate with them, rather than having AI agents make assumptions. The desire for a ‘human touch’ remains strong, with 61% finding it crucial for AI-powered interactions to feel human, and 46% wanting the option to escalate to a human agent when necessary.
Will Brown, Co-Founder of Australian car loan marketplace Driva, commented on their approach: “Our goal is to make car buying and life financing easier, and with AI and automation, we’re truly delivering on that promise.” This highlights the potential for AI to enhance efficiency while still offering human interaction. Christopher Connolly, Twilio’s Director of Solution Engineering APJ, emphasized the importance of a balanced approach, stating, “Trust, transparency, and giving consumers control over how they engage are pivotal for brands looking to bring customers along on the AI journey.”
Further insights from Smart Communications’ ‘2025 Customer Experience Benchmark,’ released on June 30, 2025, indicate a halving of consumer hesitation around AI compared to 2024. Australians are increasingly receptive to AI-generated advice in sensitive areas such as financial (41%), insurance (46%), and health (47%). Despite this growing acceptance, trust in AI’s creative capabilities remains limited, with only 15% of Australians believing generative AI produces better communications than humans. A majority (51%) still consider human review of AI-generated content to be non-negotiable, reinforcing the idea that consumers want a ‘grown-up at the table’ when AI is involved.
Also Read:
- Australian Shoppers Rapidly Adopt Generative AI, Prioritizing Transparency and Personalization
- Generative AI Adoption Soars Among Marketers in 2025, Yet Challenges Persist
The collective data from these reports paints a clear picture for marketers in 2025: AI offers unprecedented opportunities for personalization and efficiency, but its successful integration hinges on building and maintaining consumer trust. This requires a strategic focus on transparency, offering consumers control and choice, and ensuring that AI-driven experiences retain a sense of human empathy and oversight. Brands that can master this delicate balance will be best positioned to win loyalty and drive growth in an AI-powered marketing landscape.
