Australians and New Zealanders are optimistic about artificial intelligence but want a future where technology serves people, not the other way around. That’s the key finding from insights and research agency TRA’s latest Mood of the Nation report, titled The Future We Want.
The biannual study surveyed 2,000 nationally representative respondents across both countries, in partnership with Dynata, following an initial qualitative phase with students, parents, young adults, professionals, and trend experts. Participants were asked to imagine nine possible future scenarios, from fully automated customer service to hyper-personalised brands and digital twin advisors, to understand how they feel about living and working in an AI-driven world.
Australians are optimistic—but cautious
TRA’s data shows most people are positive about technology’s direction, with 56 per cent of Australians and 60 per cent of New Zealanders reporting positive sentiment. When asked to describe how they feel toward the future of technology, 72 per cent of Australians and 75 per cent of New Zealanders chose “optimistic”.
However, the research uncovered a more complex relationship with AI. While people see its benefits, many expressed unease about losing control—so much so that if given an “off switch”, most would use it. Four key attitudinal groups emerged across both markets:
• 42% optimistic and sceptical
• 25% sceptical and worried
• 21% trusting and hopeful
• 11% trusting and cautious
Colleen Ryan, Partner at TRA, said Australians are “not anti-technology, they’re pro-human”.
“When we asked people to imagine the future, they were honest about their worries, but equally, they saw enormous opportunity,” Ryan said. “People want technology that enhances their lives, not replaces the human connections that make life meaningful.”
Brands must ‘innovate with heart’
The report highlights five ways brands can stay relevant in a technology-led future:
• Earn trust through transparency: Honesty alone isn’t enough—brands must explain why they’re best placed to support decision-making.
• Design for discovery: People value surprise and delight as much as efficiency; AI should help them find the unexpected.
• Put people in the driver’s seat: Technology should empower, not overwhelm—control must be visible and intuitive.
• Celebrate what it means to be human: Recognising individuality builds deeper loyalty than pure automation ever could.
• Build systems that serve all: A future built on inclusivity and social responsibility will earn lasting trust.
Ryan said the findings send a clear message to businesses and brands: “The most successful brands of the future will be those that embrace technology thoughtfully, always with people at the centre. The opportunity for brands in the next decade is to innovate with heart and create experiences that genuinely enrich lives.”
To review the full report, visit theresearchagency.com/future.