Most Australians want AI content clearly labelled, Deloitte survey finds

Most Australians want mandatory disclosures whenever artificial intelligence generates or alters published content, according to findings from Deloitte's 15th annual Media and Entertainment Consumer Insights report released on Tuesday.

The survey of more than 2,000 Australian consumers across five generations found that 84% believe digital platforms and publishers should be legally required to label AI content. A further 71% said they would stop using an online service or platform entirely if it failed to disclose AI usage clearly.

A persistent gap in trust

Deloitte found that three out of four Australians feel AI makes it harder to distinguish between real and fake information online. While roughly 48% of respondents now use standalone AI tools regularly, their confidence in AI output remains low compared with human-led reporting.

Only 38% of Australians consider AI-generated news moderately trustworthy. By contrast, 79% trust national news organisations at that level, and 78% say the same about independent or regional publishers.

Peter Corbett, partner at Deloitte Australia, noted that human review is the deciding factor for most audiences. Consumers are much more likely to trust AI material when a human editor has checked and refined it first, Corbett explained.

What this means for Australian businesses

The survey makes clear that while Australian buyers use AI themselves, they hold businesses to high standards of honesty when reading marketing, advice or articles.

• Keep humans in the editing loop. Never publish customer-facing articles, product guides or social updates straight out of an AI prompt. Readers value human oversight and spot unedited drafts quickly.
• Be open about where AI fits in. If your business uses AI to summarise data, draft emails or generate images, state it plainly. Hiding automation carries real commercial risk, given seven in ten Australians say they will abandon platforms that conceal it.
• Protect your brand reputation as a reliable source. With most people finding it harder to separate facts from fabrications, accuracy is a strong selling point. Ground your customer communications in verifiable facts, cite real examples, and avoid vague computer-generated fluff.