A new study from research and insight specialists, The Navigators, reveals that generative AI (gen AI) is fundamentally reshaping how Australians discover, compare and choose brands, forcing marketers and business leaders to rethink marketing strategies for reaching and influencing consumers.
The Navigators’ AI Brandscape 2026, one of the most robust studies of Australians’ use and relationship with AI tools*, reveals how gen AI is already embedded in everyday decision-making.
With 43% of Australians now regularly using AI tools and a further 20% having tried them, the research shows AI has rapidly shifted from an emerging technology to a mainstream tool influencing consumer behaviour, often before a brand’s website, app or retail environment is ever reached.
Key topline findings include:
- 38% of Australians now use AI as a complement or replacement for traditional search. 41% pay attention to AI-generated search summaries and 29% say they trust those summaries
- AI is already influencing purchasing behaviour, with 39% of Australians using AI to help make buying decisions, 31% acting on AI recommendations and 27% open to buying directly via an AI tool
- Among Australians who have used AI to help make purchasing decisions, AI most commonly helps consumers compare brands (80%), discover new options (72%), understand pricing (56%) and receive recommendations (48%)
- Among Australians who have used AI for buying decisions, AI-assisted purchasing spans both high-consideration and everyday categories, led by electronics & technology (18%), groceries (14%), health products and services (13%) and travel (12%)
Dean Harris, Director at The Navigators says, “Our research shows generative AI is no longer a fringe influence or aid for work or study, but a growing force shaping consumer behaviour. This new generation of Australian ‘AI Shoppers’ is already relying on these products to guide decisions across categories, with adoption only set to increase. For brands, the challenge is in understanding how trust and visibility are shaped inside these systems, and adapting their marketing strategies to ensure they stay relevant.”
AI & purchasing decisions
When Australians use AI to help make purchasing decisions, it is most commonly acting as a comparison and confidence-building layer to simplify decision making. Across categories, AI Shoppers say they use AI to:
- Compare brands and options (80%)
- Discover new brands or products (72%)
- Compare or understand prices (56%)
- Receive recommendations of brands or options (48%)
- Find where to buy a product (37%)
“This is a fundamental shift for brands,” says Dean. “AI is now actively shaping shortlists and recommendations, with consumers increasingly bypassing traditional funnel mechanics.
“As AI-enabled purchasing begins to emerge, marketers need to plan for a future where AI plays a direct role in buying decisions. In that world, visibility inside AI systems becomes critical at the moment of choice. Brands will win by how they show up there, not just through traditional channels.”
AI for shoppers across retail categories
Categories where Australians use AI to help make purchasing decisions include:
- Electronics & technology – 18%
- Groceries & everyday household items – 14%
- Health products and services – 13%
- Travel & accommodation – 12%
- Home appliances – 11%
Among Australians who are open to AI-enabled purchasing, openness is strongest in convenience-led retail categories, including:
- Groceries & everyday household items (13%)
- Electronics & technology (12%)
- Health products and services (9%)
- Travel & accommodation (8%)
- Restaurants, food delivery & takeout (8%)
“This data shows AI is no longer influencing retail at the margins, it’s shaping everyday purchasing decisions, particularly as consumers navigate cost-of-living pressures,” says Dean.
“As households look to save time and money, trust in AI tools is growing fastest in high-frequency categories like groceries and household essentials, before extending to more considered purchases. For brands, the implication is clear: if you’re not being surfaced and clearly explained inside these systems, you risk becoming invisible at the moment of choice.”
Gender differences in AI-driven purchasing behaviour
- Men are more likely to be regular AI users (50% of men vs 38% of women), meaning they are more likely to encounter brands and recommendations via AI tools earlier in the decision journey
- Women are more likely to have never used AI (38% of women vs 30% of men), indicating a slower overall entry into AI-assisted decision-making
- Among those who do use AI, women engage across a broader range of use cases, averaging more use cases than men, even though they are less likely to be frequent users
“What we’re seeing isn’t just different levels of AI use, but different decision-making pathways,” Dean says.
“As AI increasingly determines which brands are surfaced and trusted, men and women may be navigating entirely different brand landscapes – and brands need to understand those pathways if they want to influence choice.”
Trust and credibility in an AI-mediated customer journey
- 41% of Australians pay attention to AI-generated search summaries, indicating strong behavioural reliance
- Yet only 29% say they trust AI search summaries, highlighting a clear trust gap between use and belief
Dean says, “Consumers are using AI to guide decisions, but they’re far from blindly trusting it. In a market flooded with misinformation and low-quality content, AI systems are becoming far more selective about what they surface. For brands, building credibility through trusted sources and third-party endorsement will play a critical role in increasing visibility and trust.”
A fundamental shift for brands
Douglas Nicol, co-founder of ACAM (the Australian Centre for AI in Marketing) and an independent expert, said the AI Brandscape 2026 findings mark a genuine turning point for marketers.
“This research should be a wake-up call. Our industry has been heavily focused on back-end automation and cost reduction through AI. That matters, but it is not the whole story. Marketers now need to understand how AI is reshaping buying behaviours for their customers. The shift is happening fast, and it brings both risk and opportunity for brands.
“The Navigators’ AI Brandscape 2026 research is timely and gives a clear view of how customer journeys are changing. A priority for every marketer is to understand how their brand shows up in AI-mediated journeys, and what builds or undermines brand trust at the moment of choice.
“For some brands, this will mean a few targeted changes and sharper consumer insight. For others, it will require a broader reset of strategy, investment, and how marketing proves its value.”
About The Navigators:
The Navigators are an expert team of market researchers who make sense of uncertainty so business and marketing leaders can make a difference. They combine analytical rigour, creative thinking, and deep contextual knowledge to help make sense of the world, so brands and organisations can navigate complexity and chart a course for growth.
*Research methodology:
