Australia Trusted Brands 2025

Trust In The Digital And AI Era 78% OF PEOPLE THINK THAT USING DIGITAL TOOLS HAS IMPROVED THEIR LIVES. 7 HOWEVER , ONLY ABOUT 20% TRUST THEIR TECH COMPANIES TO KEEP THEIR DATA SAFE. 8 AI AMBIVALENCE: THEGOODANDTHEBAD: 7 are experimentingwith or using generative AI for personal or work-related activities. of employed respondents say they experiment with or use generative AI for work, comparedwith 6% in 2023. of generative AI users are ‘very concerned’ about data privacy and security. say AI-generated contentmakes it harder for themto trust what they see online. harbour concerns that AI-generated content couldbe used to deceive or scamthem. 40 % 24 % 25 % 70 % 68 % CONSUMERSHAVE THEMOST TRUST INGENERATIVEAI FOREDUCATION(56%)AND PERSONALISEDRECOMMENDATIONS(54%).THEYARE LEAST LIKELY TOTRUSTGENERATIVE AI FORSELF-DRIVINGCARS(38%) 7 FACING THE THREAT OF HACKS AND SCAMS: 7 Nearly half (48%) had experienced at least one security failure in the past year. Young people (Gen Z) are more than twice as likely as older people (Boomers) to have their social media hacked (29% vs.12%), fall for an online scam (17% vs.7%), or have their identity stolen (13% vs.6%). This is because Gen Z spends more time online and shares more personal information. 85% have taken at least one action in the past year to address concerns around data security (up from 79% in 2023). SOURCES:7.EARNINGTRUSTASGENAITAKESHOLD:2024CONNECTEDCONSUMERSURVEY.DELOITTECENTERFORTECHNOLOGY MEDIA&TELECOMMUNICATIONS,DECEMBER2024.HTTPS://WWW2.DELOITTE.COM/US/EN/INSIGHTS/INDUSTRY/ TELECOMMUNICATIONS/CONNECTIVITY-MOBILE-TRENDS-SURVEY.HTML?ID=US:2EL:3DP:WSJSPON:AWA:WSJCIO:2024:WSJFY25. 8.KPMGGENERATIVEAICONSUMERTRUSTSURVEY,2024.HTTPS://KPMG.COM/KPMG-US/CONTENT/DAM/KPMG/CORPORATE- COMMUNICATIONS/PDF/2024/KPMG-GENERATIVE-AI-CONSUMER-TRUST-SURVEY.PDF. 145 100% voted by consumers. View all results at www.trustedbrands.com.au 2025 2025