Give and take: dentsu research reveals a data dilemma for Australians

27 January 2026 – While a third of Australians surveyed in dentsu’s latest Data Consciousness Project accept that sharing their personal data with organisations is essential for the smooth running of modern society, 84% believe refusal to do so shouldn’t impact the level of service they receive from a business.

The report released by dentsu Intelligence today, which examines how Australians feel about business accessing and leveraging their personal data and reveals Australians are slowly shifting from passive users to active data citizens.

Now in its sixth consecutive year, the Data Consciousness Project in 2025 surveyed 4,002 Australians aged 16 – 75 and finds the number of Australians who see personal data sharing as an essential part of the modern economy has increased 17% since 2019. 

At the same time, the survey revealed that 88% of people believe organisations need to demonstrate higher standards of ethical behaviour as far as personal data is concerned, and 82% believe the government needs to play a bigger role in regulating the use of personal data by companies. 

As powerful new technologies rapidly change our interactions with brands, services and the world around us, dentsu’s Head of Intelligence, Christine McKinnon said there is a tension in how Australians are navigating this important moment in their digital journey.

“Most Australians believe technology can be helpful and efficient, but feel strongly that
human oversight is key.

“Behaviour often betrays convenience. People continue to choose digital shortcuts, all while worrying about what sits behind them and the long-term impact of these choices. This creates a cultural push and pull dynamic. Australians do not want to slow innovation down, they simply want reassurance. 

“For businesses, trust is key. Australians do respond positively when organisations explain why information is collected and what value the individual receives,” said McKinnon. 

While most Australians see the benefits of artificial intelligence – greater convenience, faster services, personalised recommendations, increased productivity – the research reveals they are also uncertain as to whether the long-term impact of AI will be positive. Almost nine-tenths of Australians surveyed in the report expressed concern about how AI might rise against and surpass humans, while 51% believe we are not prepared at all for the potential consequences of Gen AI yet. Despite this, a quarter use ChatGPT to search instead of Google, and 42% have used Gen AI tools such as ChatGPT, CoPilot or Gemini, up from 27% in 2024. 

“Australia’s relationship with digital technology has matured quickly, but the cultural stories that help us make sense of that progress have not kept pace,” said McKinnon.

“Many people feel caught between two forces – on one hand, there is enthusiasm about what AI offers, but on the other, there is concern about authenticity and human connection.”

The research outlines certain digital scenarios that make Australians feel uncomfortable, but where positivity is slowly growing. For example, of those Australians surveyed, people are 7% more comfortable with a supermarket collecting their health data to provide personalised shopping recommendations than a year ago.

At the same time, Australians remain very uncomfortable with the prospect of AI or virtual parenting, and 92% of Australians have concern about increased social isolation and physical distance between humans with the introduction of AI. Since 2017, the Data Consciousness Project has spoken with more than 21,700 Australians, tracking the growing counter trend and the entrenched advocacy for the role of humanity in tech and data-based exchanges. 

Looking ahead to 2030, dentsu Intelligence predicts that businesses able to treat data as relationship capital will build trust that lasts, especially as individual data literacy and autonomy increases.

Gabriel Tamborini, dentsu Chief Experience and Gaming Officer, said it was clear Australia is at an inflection point when it comes to AI adoption and brands have a fundamental role to play, balancing their business objectives while protecting consumers’ data and values.

“We expect several trends to shape our digital future, including the treatment of personal data as an asset owned and controlled by consumers themselves.

“The brands and business predicted to win the day are those best able to develop and implement technology responsibly and in a way that builds trust, loyalty and a fair data exchange,” Tamborini said.

For further information, please contact:

Adelia D’Andrea
Marketing & Communications Executive
Adelia.dandrea@dentsu.com