As brands increasingly adopt artificial intelligence in advertising, new YouGov research shows many Australians remain uncomfortable with AI-generated campaigns, particularly when it comes to trust, authenticity, and disclosure.

Australians remain cautious about AI-generated advertising

Two in five Australians (40%) say they feel uncomfortable with brands using mainly AI to create advertisements. In comparison, only 25% say they feel comfortable, including just 8% who are “very comfortable.”

Men are more likely than women to say they are comfortable with AI-generated advertising. Younger Australians are also more receptive, with Gen Z (35%) and Millennials (34%) showing higher levels of comfort compared to older generations.

The findings suggest that while AI may offer efficiency and scale for marketers, many consumers are still hesitant about its role in creative communication.

Trust declines when consumers discover ads are AI-created

Nearly half of Australians (45%) say they would trust a brand less if they found out its advertisements were created mainly using AI. This includes 21% who say they would trust the brand “much less.”

Similarly, 44% say they would be less likely to consider a brand using mainly AI-generated advertising, including 19% who say they would be “much less likely” to consider it.

Older Australians are particularly sceptical. Gen X and Baby Boomers are more likely to say AI-generated advertising negatively impacts their trust in brands, while Gen Z and Millennials are relatively more open to considering brands that use AI-created advertising.

Australians want brands to clearly disclose AI-created ads

Transparency is emerging as a major expectation among consumers.

Nearly nine in ten Australians (86%) believe brands should clearly disclose when advertisements have been created mainly using AI. More than half (55%) say brands should always disclose this information.

The findings indicate that consumers increasingly expect accountability and openness from brands experimenting with AI-generated creative.

Entertainment and tech brands have greater permission to use AI advertising

Australians appear more accepting of AI-generated advertising in some categories than others.

Entertainment & gaming brands (20%) and technology & electronics brands (20%) are the categories consumers feel most comfortable seeing AI-generated advertising from.

This is followed by fast food & quick-service restaurants (14%), retail & packaged goods brands (12%), and automotive brands (10%).

However, one-third of Australians (33%) say they do not feel comfortable with AI-generated advertising across any category.

AI ads are not yet creating strong emotional engagement

The research suggests that AI-generated advertising is still struggling to emotionally connect with audiences.

One in three Australians (34%) say they are confident they can tell when an advertisement has been created using AI.

Meanwhile, just 20% say AI-generated advertisements make them feel interested or entertained, while nearly half (48%) say they feel uneasy or sceptical about the brand behind the ad.

Enjoyment levels also remain mixed. Only 22% agree they enjoy AI-generated ads as much as ads created without AI, while 37% disagree and 42% remain neutral.

Men, Gen Z, and Millennials are generally more likely to respond positively toward AI-generated advertising, while older Australians remain more sceptical overall.

Maria Plangetis, Senior Research Executive, YouGov, said, “The findings suggest that while AI-generated advertising is becoming more common, Australians still place significant value on authenticity, transparency, and human creativity.

For brands, adopting AI may offer creative and operational advantages but maintaining consumer trust will remain critical as audiences continue to scrutinise how AI is being used in advertising.”

Methodology

The insights in this article have been sourced via YouGov Surveys: Serviced – providing rapid answers from the right audience. This study was conducted as an online survey between the 7th and 12th of May 2026.

The sample comprised of 1,046 Australia’s aged 18+. The figures have been weighted and are representative of all Australians adults aged 18+. Respondents are sourced from the YouGov panel. Panellists are incentivised by points that can be redeemed for cash or vouchers. This study has been carried out in accordance with the ISO 20252:2019 standards, to which YouGov is accredited.

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