Australian trust in organisations declines as AI use accelerates

The latest Ping Identity global Consumer Survey shows that trust among Australian consumers in organisations managing their identity has declined as concerns over data security in the era of artificial intelligence (AI) continue to rise.

The survey of 1,000 Australian adults, part of a broader global research project, found that only 11% of Australians have "full trust" in organisations responsible for their identity data-placing Australia among the lowest-ranked countries in this regard. This erosion of trust is reflected in the fact that 82% of those surveyed feel more concerned about their personal data security now than they did five years ago.

AI use increases

The report indicates a significant uptick in the use of AI technologies, with 61% of Australians now reporting that they use AI either personally or at work. This increase outpaces the 41% reported globally in 2024. The growth of AI adoption is matched by rising anxieties: 42% of respondents cited AI-driven phishing as the contemporary scam that causes them the most concern.

Despite this increased engagement with AI, Australians are wary of technological developments outpacing effective safeguards. Only 20% of respondents feel very confident about their ability to distinguish between legitimate interactions and scams, highlighting what the report describes as a gap between AI adoption and consumer confidence in digital safety.

Trust in brands under strain

"Australian consumers' trust in brands is eroding as the global economy approaches a 'trust nothing' era accelerated by AI-enabled fraud," said Ash Diffey, Vice President ANZ, Ping Identity. "AI and the rise of agents is heightening the problem, becoming more autonomous, persuasive and harder to detect, which raises the stakes for both businesses and consumers where robust identity verification and protection is increasingly king. The brands that will thrive will be those that make customers trust their top priority through stronger authentication, transparency, and identity-first security."

Growing scepticism about organisational trustworthiness coincides with rising demand for more robust protections and clearer regulations. Among respondents, 82% believe government regulation of AI-specifically to protect online identity data-is important. A notable 34% express concern about insufficient transparency in terms of how AI technologies use and store personal information, a proportion higher than that seen in other countries surveyed.

Furthermore, 33% report worries about invasion of personal privacy by AI programs. These concerns are reflected in Australians' views about their digital experiences and what is needed for improvement.

Authentication and biometrics

When considering how to increase trust, Australians pointed to stronger authentication measures. 47% of those surveyed cited multi-factor authentication as a feature that would increase their trust in online brands. Biometrics were also identified as a desirable path forward, with 34% expressing a preference for biometric solutions and 21% naming more biometrics as the change they most desire in their login experience.

The report reveals that financial fraud (24%) and account take-over (21%) were the most commonly reported types of digital fraud among Australian respondents. It was noted that many such incidents may have been preventable through the use of biometric verification or additional layers of security.

Calls for regulation

The findings suggest a strong call for increased government oversight in the area of AI and digital identity. The high demand for regulation reflects the extent of consumer unease about the security of their personal data.

The survey's results emerge against a backdrop of global change, as digital and AI-driven interactions become more widespread and sophisticated. Australian figures suggest that this transition is generating both opportunities for new technology adoption and fresh anxieties about consumer protection.

The research was conducted by Talker Research, which interviewed 10,500 consumers worldwide as part of the survey, including sample groups from the United States, United Kingdom, France, Germany, Australia, Singapore, India, Indonesia, the Netherlands, Sweden, and the United Arab Emirates. The year-on-year changes in attitudes and experiences are drawn from comparisons with Ping Identity's 2024 Consumer Survey.