Australia – New research from insights and research agency TRA suggests that Australians and New Zealanders are optimistic about a technology-driven future but want innovation to enhance, rather than replace, human connection and creativity.
The report found that 56% of Australians and 60% of New Zealanders expressed positive sentiment about the direction of technology. When asked to describe their outlook toward the future of technology, 72% of Australians and 75% of New Zealanders chose “optimistic.”
However, the findings also revealed mixed attitudes. Many respondents acknowledged AI’s benefits but expressed unease about its potential risks, with a majority saying they would use an “off switch” for AI if one were available. The study identified four attitudinal groups across both countries: 42% optimistic and sceptical, 25% sceptical and worried, 21% trusting and hopeful, and 11% trusting and cautious.
Colleen Ryan, partner at TRA, said, “When we asked people to imagine the future, they were honest about their worries, but equally, they saw enormous opportunity. Across both Australia and New Zealand, people want technology that enhances their lives, not replaces the human connections that make life meaningful. The research shows a strong appetite for brands that can combine innovation with empathy.”
Ryan also explained, “People recognise AI’s transformative potential, but they want to remain in control, and they want brands to act responsibly. The future we want is not about more automation or efficiency alone, it’s about ensuring human connection, agency, and societal benefit remain at the core of innovation.”
According to the report, brands have a key role to play in shaping a future that aligns with public expectations. The research outlines five areas where brands can build trust and relevance:
- Earn trust through transparency: Consumers expect honesty and clear communication about how brands support decision-making.
- Design for discovery: While personalisation is valued, people also want opportunities for surprise and delight.
- Put people in the driver’s seat: Technology should empower users and give them visible, intuitive control.
- Celebrate what it means to be human: Recognising individuality and fostering authentic connections are seen as vital to building loyalty.
- Build systems that serve all: Brands demonstrating commitment to societal and environmental outcomes can strengthen trust and social legitimacy.
Ryan continued: “This study shows that the most successful brands of the future will be those that embrace technology thoughtfully, always with people at the centre. Australians and New Zealanders are not anti-technology, they’re pro human.
“The opportunity for brands in the next decade is to innovate with heart, and to create experiences that genuinely enrich lives,” she concluded.
