AI and Sponsored Content Fuel Skepticism
Australians are experiencing a crisis of trust in online content, with 82.5% of them checking multiple sources before making purchasing decisions, according to a new study released by Oysterly Media on 4th May 2026.
The research highlights that 81.3% of Australians worry about the prevalence of fake or manipulated reviews, and 77.8% find it increasingly difficult to distinguish between genuine and sponsored content.
Melissa Laurie, CEO of Oysterly Media, stated, “Our research makes clear that the Trust Crisis is a daily reality for Australians trying to make informed decisions right now.”
Generational Differences in Trust
The study reveals that Gen Z is the most sceptical generation, with 27.8% seeking real user experience videos and 22.1% looking for legitimacy signals when researching products on social media.
Gen Z is more inclined to trust online communities such as Reddit and short-form videos, with 26.5% relying on platforms like Reels and TikTok. Meanwhile, 63.6% of Gen Z and 57.1% of Millennials prefer niche communities over mainstream social feeds for purchase decisions.
Laurie explains, “The opportunity for brands is to demonstrate authenticity and become easier to verify through creator content, real demonstrations, community signals, and visible evidence.”
Concerns about AI’s impact on content trust are also significant, with 72.2% of Australians worried that AI will make it harder to identify trustworthy information. 81.5% believe AI-generated content should be clearly labelled.
With the growing use of AI tools among journalists, as reported by the Medianet 2026 Australian Media Landscape Report, the challenge of maintaining content integrity has increased, with 93% of journalists expressing concern over AI’s impact.
Over 45% of Australians find that one of the hardest parts of online searching is determining what content to trust. This sentiment is particularly echoed by Gen Z, who rely on real user experiences and legitimacy signals.
Despite the challenges, some Australians continue to engage with AI assistants and influencers, with 19.2% of Gen Z trusting AI assistants and 14.5% influenced by well-known personalities in their purchase decisions.
The study highlights the importance of clear labelling of AI-generated content, with a majority across generations, including 76.9% of Gen Z, agreeing on the need for transparency in digital media.
45% of Australians express that a major difficulty in searching online is knowing which content is trustworthy. This underscores a growing need for clarity and verification in digital spaces.
Australians, especially younger generations, are demanding more transparency and authenticity in online content to restore trust.
