TLDR: A new discussion paper, ‘AI and the Next Generation: A National Wake-Up Call,’ warns that an unregulated ‘AI free-for-all’ in marketing risks eroding the trust of young Australians. Research indicates low public trust in AI and strong demand for government regulation. The paper calls for five urgent actions, including AI transparency laws, youth AI literacy, and a national AI safety institute, emphasizing marketers’ crucial role in shaping early AI interactions.
Marketers are at the forefront of an ‘AI free-for-all’ in Australia, introducing artificial intelligence technologies to young people without adequate national protections or preparation, according to a new discussion paper. The ‘AI and the Next Generation: A National Wake-Up Call’ paper, authored by the Australian Centre for AI in Marketing (ACAM) and the Abel Foundation, highlights the urgent need for a national AI strategy to safeguard children and young people.
Released on August 27, 2025, the paper stems from the Future Generations Youth AI Think Tank, an initiative born within the creative industry. This think tank convened 17 leaders from academia, not-for-profit organizations, education, and the marketing and creative sectors at Thinkerbell’s Sydney office. Their unanimous conclusion was that Australia stands at a critical juncture regarding AI’s impact on the younger generation.
Public sentiment underscores these concerns. Research conducted by McCrindle, commissioned by the Abel Foundation between March and April 2025, surveyed over 1,000 Australians. The findings reveal that only one in three Australians trust AI. A significant nine out of ten believe Australia should take a leading role in international AI governance, and seven out of ten want the government to prioritize AI regulation.
AI is already profoundly transforming how young Australians learn, connect, and grow. In the marketing sector, AI is reshaping how brands engage, create content, and communicate, from personalized experiences to AI-generated content. This positions marketers as crucial stewards in influencing early interactions with AI and shaping trust for an entire generation.
Louise Cummins, co-founder of ACAM and a co-author of the paper, emphasized the dual nature of AI: “AI has the power to unleash great opportunity, but only if we ensure the right guardrails are in place. As an industry that brings AI into people’s lives daily, marketing has a responsibility to design for good. At ACAM, advocacy is central to our mission, and this paper demonstrates our commitment to ensuring AI advances human potential rather than undermining it.”
Cummins further warned of the potential repercussions for brands that mishandle AI integration: “For brands that get it wrong, the fallout could be profound: reputational damage, erosion of consumer trust, and long-term harm to youth wellbeing. If they get it right, the sector can model ethical leadership and show how technology can amplify creativity while protecting the most vulnerable.”
The discussion paper outlines five urgent actions for a national coordinated response:
1. AI Transparency Laws: Mandating disclosure for advanced AI systems, particularly in applications targeting youth.
2. AI-Ready Families: Launching a national campaign to equip parents and caregivers with the knowledge and tools to manage AI in daily life.
3. Youth AI Literacy in Schools: Integrating AI ethics, critical thinking, and digital rights into the Years 7–10 school curricula.
4. Youth Employment in the AI Economy: Implementing government incentives, modern apprenticeships, and inclusive pathways for individuals under 25 years old.
5. Australian AI Safety Institute: Establishing a national body to test, assess, and guide AI safety, aligning with global best practices.
Marcus Byrne, Head Art and AI Tinker at Thinkerbell, highlighted the creative industry’s unique responsibility: “AI is already part of how stories are told, how brands are built and how culture is shaped. That gives the marketing and creative sector a responsibility to show what good looks like. As Uncle Ben said, paraphrasing Voltaire ‘With great power comes great responsibility’.” Noddy Sharma, founder of Abel Movement and co-author, concluded: “We’re on a knife’s edge with AI taking hold. We must lead now in a way that pushes us towards human flourishing, not away from it.”
Also Read:
- U.S. State Attorneys General Deliver Stern Warning to AI Firms on Child Safety
- New Safeguards Emerge for Autonomous AI Agents Amid Rising Concerns Over Risky Behavior and Trust Deficits
Notable participants in the Future Generations Youth AI Think Tank included renowned maths teacher and YouTube personality Eddie Woo, McCrindle Director of Advisory Ashley Fell, psychologist Clare Rowe, and Professor Joel Pearson, founder and director of Future Minds Lab at the University of NSW.
