Millennials Lead in AI Adoption and Trust
A recent study by Oysterly Media reveals that while Millennials are the most active users of AI in Australia, Gen Z remains the most sceptical, with many questioning the reliability of AI outputs. The report, titled “The Changing Landscape of Discovery and Trust,” surveyed 1,200 Australians, highlighting generational differences in AI trust.
The findings show that 64% of Millennials use AI tools for searching and comparing options, which is significantly higher than the 56.8% of Gen Z users. Trust in AI is also higher among Millennials, with 68.3% expressing confidence when sources are shown, compared to 58.1% overall and 45.3% of Gen X.
Melissa Laurie, CEO of Oysterly Media, explained, "Most people assume Gen Z are leading the AI charge. The data tells a more nuanced story. Gen Z have never known a world without algorithmic feeds, targeted ads, and optimised content to get their attention." This environment has fostered a different kind of media literacy among Gen Z, who are more likely to scrutinize AI outputs.
Gen Z's Scepticism and Concerns
Despite their frequent use of AI, Gen Z shows the greatest scepticism. Nearly 19.2% trust AI assistants the most when researching products, while a larger 27.8% trust them the least. Concerns about AI's reliability are compounded by fears that advertisements and sponsorships might influence AI recommendations.
A significant 70.5% of respondents expressed concern about ads affecting AI recommendations, and 61.2% would distrust AI if ads appeared in answers. 81.5% of all respondents, including 76.9% of Gen Z, believe AI-generated content should be clearly labelled to ensure transparency.
The study highlights the broader Australian scepticism towards AI, as only 6.5% would start a product search using an AI assistant. 74.6% agree that while AI summaries can save time, they often miss important details. This sentiment is echoed across generations, indicating a cautious approach to AI adoption.
Gen Z's polarised relationship with AI is evident, as they are the most likely to name AI assistants as their least trusted source of information. Meanwhile, Millennials continue to lead in AI adoption, using it not just for personal searches but also for commercial activities, reflecting a higher degree of trust in AI outputs.
Last updated: 6 May 2026, 12:49 am
