One in three Australians overlook online government services despite high connectivity; AI and personalisation seen as key to rebuilding trust and adoption
Despite near-universal internet access, one in three Australians are not engaging with digital government platforms — not because of lack of access, but due to low awareness and trust. This is one of the major findings from Publicis Sapient’s new 2025 Digital Citizens Report: Bridging the AI Gap, which calls for a citizen-first redesign of public platforms built around trust, personalisation, and AI integration.
The report highlights a major shift in how Australians seek information: only 34% turn to government websites first during major life events, while 21% already use generative AI tools for the same purpose. Interestingly, 57% said personalisation would increase their likelihood of engagement, and 67% want a single digital entry point for all government services.
“Citizen behaviour is evolving faster than government technology. People are already relying on AI to find information and navigate services, and they expect the same speed, relevance and accessibility from government,” said Steven Metzmacher, Vice President, Public Sector, Publicis Sapient Australia.
Metzmacher emphasised that without machine-readable, structured government platforms, “we risk creating a growing gap between the way Australians live their digital lives and the way public services are delivered.”
Angela Robinson, Country Managing Director at Publicis Sapient Australia, added, “Improving digital government services is not only about convenience, but also about ensuring Australians can access the support they need in ways that reflect how they live and engage today.”
The study also revealed that 51% of Australians use generative AI daily, with one in five leveraging it for government-related information. Yet, privacy, misinformation, and security remain top concerns, underscoring the need for ethical, transparent AI implementation in public systems.
Publicis Sapient’s report urges governments to close the digital divide by focusing on experience, awareness, and trust, ensuring AI enhances—not replaces—the human connection in citizen engagement.
