We’re often asked by CMOs how AI is reshaping consumer behaviour and transforming the customer buying journey. Until now, there’s been little data to truly answer that question — but that’s just changed.
ACAM Co-Founder Douglas Nicol has contributed to a major new research project led by Dean Harris, Founder of The Navigators (Linkedin:https://www.linkedin.com/in/deanrharris/). The study combines quantitative and qualitative research and draws on a panel of 1,300 Australians to uncover rich insights into how people are using AI in their everyday lives.
AI is already shaping Australian purchase decisions
Over one third of Australians now use generative AI to help choose brands, products and services, especially under‑35s across everyday categories from groceries to banking.
The customer journey is compressing inside AI
AI tools are collapsing the traditional funnel, moving from discovery to recommendation in a few prompts, with almost one in three Australians acting on AI shopping recommendations.
Trust and transparency are now marketing levers
More than 80% of AI users want clear disclosure of paid influence and unbiased recommendations, making AI transparency and integrity a frontline brand and governance issue for CMOs.
This is essential reading for every marketer looking to understand the new era of AI-driven consumer decision-making.
