Overview
Generative AI has moved beyond novelty and early experimentation into everyday behaviour for millions of Australians. What began as a productivity tool has become a powerful decision layer – influencing how people discover information, evaluate brands and make purchases.
The Navigators AI Brandscape 2026 study provides marketers with clear, evidence-based insights into this rapidly evolving ecosystem. It shows that generative AI has already entered the mainstream, with many Australians regularly using these tools and a growing number relying on them to inform buying decisions. As AI begins to complement (and in many cases, replace) traditional search and browsing behaviours, it’s emerging as a powerful new intermediary between consumers and brands.
This shift is reshaping the marketplace. Default AI tools can become default answers, and those answers are the names consumers see, compare and choose. At the same time, there’s an internal battle taking place, with multiple AI platforms competing on usefulness, trust and task-specific relevance.
For marketers, it’s a strategic inflection point. Winning in an AI-mediated market means understanding how human nature is changing – and meeting it at the intersection of its own evolution.
Report by:
What’s inside the report?
AI adoption in Australia
Explore who’s using AI tools, how frequently, how adoption differs across age, education and employment, and where AI divides are emerging.
The rise of AI-mediated discovery
AI is becoming a new intermediary between consumers and brands. Discover how Australians are using AI tools alongside traditional search methods to research brands, compare options and navigate complex purchase decisions.
AI and the changing customer journey
From discovery to recommendation to action, AI is compressing the pathway to purchase. Learn how AI tools are already influencing buying decisions across categories and why many consumers are prepared to trust and act on AI recommendations.
Their lifestyle
This most health-conscious generation takes a wholistic perspective on health. They simultaneously work on their physical elements, appearance, and mental health, and are happy to mix and match traditional and cutting-edge technologies. Products and brands that combine physical and mental health are appealing as will those that challenge conventional thinking.
Emerging AI platforms
While ChatGPT leads awareness and usage, a growing ecosystem of AI tools is entering the arena. Get a grasp on the evolving AI landscape and explore what it means for brand visibility and influence.
Trust, transparency and AI content
What are current attitudes towards AI-generated content? How do people feel about advertising within AI tools? And why are transparency and disclosure so essential for maintaining trust?
Implications for marketing leaders
As AI becomes embedded in everyday decision-making, brands must adapt how they manage discovery, measure influence and build trust. New strategic priorities take the stage, as brands learn the ins and outs of competing (and succeeding) in an AI-mediated marketplace.
