Australians have stopped believing what they see online

A recent report by Oysterly Media indicates that more than 80 percent of Australians no longer trust online content, driven by concerns over fake reviews and artificial intelligence. Based on a survey of 1200 respondents, the study highlights a widespread scepticism where 81 percent worry about fake reviews and 77.8 percent struggle to distinguish sponsored material from independent media. Nearly half of participants identified identifying trustworthy sources as one of the most difficult aspects of searching for information. Demographic analysis reveals that Generation Z reports the highest level of scepticism compared to older cohorts. This younger group seeks evidence before making spending decisions, relying heavily on user-generated images, videos, and niche online communities rather than mainstream social feeds. Millennials display a similar pattern, with more than half finding niche communities more useful than general feeds, whereas only 41.7 percent of Gen X share this view. The integration of artificial intelligence has further complicated the landscape, with nearly three-quarters of Australians stating it makes distinguishing real from false content more difficult. Consequently, 81.5 percent believe AI-generated images and video should be clearly labelled, a sentiment shared across all age groups. CEO of Oysterly Media Melissa Laurie noted that while AI is not creating the trust crisis, it is accelerating it within a structural challenge across the information ecosystem. In response to declining confidence, many consumers are conducting their own research prior to making purchasing decisions. Brands and publishers that provide verifiable information and user-based evidence are increasingly viewed as more likely to build long-term trust. Laurie emphasized that Gen Z and Millennials expect real experiences by real people rather than waiting for brand assurances. This story was originally published on Internet Retailing.