Australians are rapidly shifting from using basic AI assistants to more advanced agentic AI tools, according to new research from Adobe. The dual-wave study, conducted in March and June 2025, found that agentic AI usage rose 50% in just three months, with 18% of Australians now using these tools and 42% expecting to do so within a year.
How soon people expect to be using agentic AI in their daily lives
Agentic AI refers to systems that can interpret intent, make decisions, and act autonomously, unlike traditional assistants that respond only to direct prompts. Millennials are the frontrunners in this adoption curve, with 23% already using agentic AI, up from 13% in March.
AI goes mainstream for everyday tasks
The survey of over 1,000 Australians found that one in three are now regular users of AI assistants like ChatGPT, Gemini and Copilot, up 7% since March. Adoption is highest among Millennials (41%) and Gen Z (42%).
AI use by generation
Respondents are increasingly turning to AI for:
- Shopping: 30% have used AI assistants to shop online, with 49% of Millennials planning to do so this year.
- Travel: 29% use AI for planning and bookings, with 87% reporting improved experiences.
- Finance: 23% use AI for personal banking and budgeting tasks.
- Creative work: 57% have used AI for writing, design, and multimedia tasks.
Agentic AI fuels new consumer behaviours
The Adobe report, titled From Assistants to Agents: The AI Evolution in Australia, found Australians are drawn to agentic AI’s capacity for convenience and personalisation. The most appealing features include:
- Comparing products and recommending based on preferences (63%)
- Finding deals and completing purchases (57%)
- Suggesting creative ideas tailored to user style (55%)
These tools are also reshaping digital habits. Almost four in ten Australians now use AI instead of traditional search engines, while 75% say assistants help them complete tasks more efficiently.
Brands must prepare for AI-first experiences
Katrina Troughton, Vice President and Managing Director, Australia and New Zealand at Adobe, said brands need to rethink digital engagement in an AI-powered world. “The surge in agentic AI adoption indicates that it’s no longer just about getting smart answers; people want AI that can act and make decisions,” Troughton said.
Adobe is integrating agentic AI into its products, including AI Assistant in Acrobat and a new Actions panel in Photoshop. Adobe’s forthcoming Brand Concierge aims to help businesses guide customers from exploration to purchase through conversational, context-aware agents.
The research underscores a significant opportunity for brands to deliver more tailored and proactive experiences, while balancing AI automation with the human support consumers still value.
Adobe surveyed over 1,000 Australians across two waves in March and June 2025 to produce the report.