Australians Embrace Generative AI for Brand Research

New research shows high engagement with AI customer service, though many consumers remain hesitant to fully delegate purchases.

Updated on Oct. 22, 2026 in Artificial Intelligence

Live Poll

Would you feel comfortable letting artificial intelligence make purchase decisions for your household?

The AI Brandscape 2026 study reveals that 39 per cent of Australians use generative AI to research products and services. While 78 per cent of people engage with AI-powered customer support, most users prefer a clear path to human interaction.

Why it matters

As consumers increasingly rely on AI to filter brands during the research phase, companies risk being excluded from the market before a final decision is reached. Understanding these preferences is vital for organisations as they redesign customer journeys.

The study assessed 1,736 Australians and found that 83 per cent of organisations operate at levels one to three on a six-level AI marketing maturity scale. No organisations reached the highest levels of five or six on this maturity metric.

The players

Australian Centre for AI in Marketing

This organisation serves as a research centre focused on analysing the integration and influence of artificial intelligence within marketing practices.

The details

Marketing teams are currently redesigning customer journeys based on tasks that consumers are willing to delegate to AI, such as initial research. However, concerns regarding control, trust, and social norms mean that only 11 per cent of respondents would allow AI to finalise a purchase.

The AI Brandscape 2026 study was conducted and released in 2026.

The Tech Race

This research positions itself against the Australian Centre for AI in Marketing's AI maturity scale, which provides a benchmark for industry progress. The findings highlight that most organisations have yet to reach advanced maturity levels, reflecting a wider gap in operational implementation.

Consumers should expect more AI-driven research tools, but the 84 per cent demand for human transfer ensures that companies will likely keep human support channels open. Shoppers can continue to use AI for initial product comparisons while retaining control over final buying decisions.

The takeaway

Consumers are actively delegating research tasks to AI while maintaining strict limits on automated purchase finalisation. Brands that fail to provide an easy transition to human support may struggle to maintain trust with the majority of their customers.