The research has shown that while generative AI has rapidly become part of everyday shopping behaviour, Australians are deeply divided on how much they trust brands to use it responsibly. Nearly half want brands to disclose when AI is in play, and an overwhelming 82 per cent believe companies should face stricter regulation. In contrast, older Australians remain cautious, slower to adopt and are more sceptical of AI’s impact on trust, service and authenticity. While 54 per cent of Australians say they trust generative AI platforms for product research, 22 per cent express outright distrust. Across age, income, and gender, 82 per cent of Australians believe brands should be more strictly regulated in their use of AI.