Australians have stopped believing what they see online

Uyen Duong

5th May 2026

Fake reviews, AI-generated content and the overlap between paid content and independent media are affecting how Australians assess information online. The pattern appears across age groups, with Gen Z reporting the highest level of scepticism.

The Changing Landscape of Discovery and Trust report by Oysterly Media, based on a survey of 1200 Australians, found that more than eight in 10 do not trust online content. Some 81 per cent are concerned about fake reviews, while 77.8 per cent say it is difficult to distinguish sponsored from editorial content. 

Nearly half say identifying what to trust is one of the most difficult parts of searching for information. In response, many are now conducting their own research before making spending decisions.

CEO of Oysterly Media Melissa Laurie said the trust issue is part of everyday decision-making. “The volume of content online has never been higher, but confidence in that content is at an all-time low.”

Gen Z seeks evidence before making decisions, including user-generated images and videos. Compared with older groups, the cohort is more likely to rely on online communities and short-form video. 

Millennials show a similar pattern, with more than half saying niche communities are more useful than mainstream social feeds, compared with 41.7 per cent of Gen X. Across all groups, deep scepticism about what they read online remains.

As trust declines, the ability to demonstrate authenticity is a factor. Creator content, user experience and community signals are used in place of brand communication. 

“Gen Z and Millennials are not waiting to be told a brand is trustworthy. They want to see real experiences by real people,” Laurie said.

The use of AI is contributing to the trust issue. Nearly three-quarters of Australians say it makes it more difficult to distinguish between real and false content. Some 81.5 per cent say AI-generated images and video should be labelled, with agreement across age groups.

The findings align with other Australian research, indicating that trust in institutions remains neutral alongside increased use of AI in content production. Influencers are cited in research as a factor in trust, particularly in areas such as finance, food and lifestyle.

Consumers expect disclosure as a requirement. Brands and publishers that provide verifiable information and user-based evidence are more likely to build trust over time. 

“AI is not creating the trust crisis, but it is accelerating it,” Laurie said. “We are looking at a structural challenge across the information ecosystem.”

• Further reading: AI, chatbots should not replace search engines: Here’s why.