Australians’ trust in AI remains low as consumers prefer human interaction

Sean Cao

9th Oct 2025

Australians’ trust in AI is among the lowest in the world, with less than a quarter of consumers expressing confidence in the technology, new research from Qualtrics suggests.

The fifth annual Consumer Experience Trends report reveals just 23 per cent of Australians trust companies to use AI responsibly, well below the global average of 29 per cent. 

The research, which draws on insights from over 20,000 consumers across 14 countries – including 1502 in Australia, also finds that 58 per cent of Aussies fear automation will stop them connecting with a human. 

Over half (56 per cent) are concerned about the misuse of their data if companies use AI in customer interactions. About 41 per cent say they cut spending after bad AI experiences.

“Too many companies are deploying AI to cut costs, not to solve problems, and Aussies know the difference,” said Ivana Papanicolaou, head of customer experience solution strategy, ANZ at Qualtrics.

“Australian consumers are no doubt a hard group to win over. Their stark preference for human interactions is a reminder of just how critical human connection is for customer experience.

“AI needs to be used to improve service, build connections and enhance the human experience, not replace it. It should empower human agents with the right context and suggested solutions so they can resolve complex customer problems quickly and effectively. But there’s more we need to do to educate Aussies about its value,” Papanicolaou continued.

The report also reveals that 61 per cent of Aussies want to buy from companies that cater to their individual experiences. However, 66 per cent worry about the security of their personal data collected by companies.

Almost half (46 per cent) of Aussies would share more data if they had greater transparency about what’s being collected, while 44 per cent want better control over usage or deletion.

• This story was originally published on Inside Small Business.