Less than 1 in 10 Australians believe AI is improving the quality of products and services
Consumer group CHOICE has released the results of a nationally representative survey on consumer experiences of AI, finding many people are sceptical of the technology, with some already seeing negative impacts, particularly in regards to customer service and scams.
“AI could result in one of the biggest shifts in power away from consumers we’ve seen. AI has the potential to erode our ability to assess value or shop around – through highly individualised surveillance pricing, dark patterns, and poor customer service experience,” says CHOICE Senior Campaigns and Policy Advisor, Jordan Cornelius.
CHOICE’s research into AI found:
- Less than 1 in 10 (9%) Australians think that AI is making products and services better quality
- Half of Australians (51%) say that the use of AI chat bots for customer service is making their experience much worse
- Half of Australians (49%) say that the use of AI is making the prevalence of scams they see much worse
- 70% of Australians disagree that businesses should be trusted to use AI how they think is best
- 83% of Australians say that the government should ensure there are laws that mitigate the risks of AI to consumers.
“One of the scariest parts of AI is its ability to supercharge scams. Half of Australians say AI is making the prevalence of scams they see much worse. In the hands of scammers, AI has been used to generate deepfake videos, synthetic voice clones, and scam advertisements to lure people in so scammers can steal their money,” says Cornelius.
“We’re already seeing the disastrous impacts AI can have on consumers, and without safeguards, this is likely to worsen. We urgently need the government to introduce laws that address the emerging risks AI poses to consumers – a sentiment echoed by 83% of Australians in our survey. Without new, stronger laws, Australia’s consumer protection framework will simply not be able to keep pace with the significant harms associated with AI,” says Cornelius.
CHOICE’s AI Action Plan is calling for:
- A ban on businesses using personal information to set individualised prices for consumers
- Strengthened proposed privacy reforms so that they apply regardless of the type or size of the business
- Bringing AI chat bots, email services, organic search, online marketplaces and dating apps into the new Scams Prevention Framework
- More resources for the ACCC to tackle and target the misuse of AI against consumers
- A pathway for Australians to access fair and timely help and redress if they experience issues with digital services
Sign the petition for safe, fair and accountable AI: https://action.choice.com.au/page/202590/petition/1
Editor’s notes:
CHOICE Consumer Pulse June 2026 is based on an online survey designed and analysed by CHOICE. 1,006 Australian households responded to the survey with quotas applied to ensure coverage across all age groups, genders and locations in each state and territory across metropolitan and regional areas. The data was weighted to ensure it is representative of the Australian population based on the 2021 ABS Census data. Fieldwork was conducted in June, 2026.
