Marketers are being urged to take greater responsibility in how artificial intelligence is introduced to young Australians, as new research warns the sector is on the frontline of an AI “free-for-all” without national safeguards.
That’s the key finding from the Future Generations Youth AI Think Tank and a new discussion paper, AI and the Next Generation: A National Wake-Up Call, launched today by the Australian Centre for AI in Marketing (ACAM) and the Abel Foundation.
Gathering 17 leaders from academia, education, marketing and the not-for-profit sector at Thinkerbell’s Sydney office, the Think Tank delivered a unanimous message: Australia is at a critical juncture in shaping how AI affects the next generation.
The paper outlines five urgent national actions and argues that, without a coordinated strategy, AI risks becoming a trust-eroding force in the lives of young people. Marketers, often early adopters of emerging technologies, are seen as key stewards in shaping those interactions.
Louise Cummins, ACAM co-founder and co-author of the paper, said the industry has a responsibility to act: “AI has the power to unleash great opportunity, but only if we ensure the right guardrails are in place. As an industry that brings AI into people’s lives daily, marketing has a responsibility to design for good.”
“For brands that get it wrong, the fallout could be profound: reputational damage, erosion of consumer trust, and long-term harm to youth wellbeing. If they get it right, the sector can model ethical leadership and show how technology can amplify creativity while protecting the most vulnerable.”
Five actions for a national AI response
• AI transparency laws: Mandatory disclosure for advanced AI systems, especially in youth-facing applications.
• AI-ready families: A national campaign to equip parents and carers to manage AI in daily life.
• Youth AI literacy in schools: Integration of AI ethics, critical thinking and digital rights into Years 7–10 curricula.
• Youth employment in the AI economy: Government incentives and modern apprenticeships for under-25s.
• Australian AI safety institute: A national body to test, assess and guide AI safety, aligned with global standards.
Research conducted by McCrindle for the Abel Foundation reveals just one in three Australians trust AI, while seven in ten want stronger government regulation. Nine in ten believe Australia should lead on global AI governance. The nationally representative study surveyed more than 1,000 people between March and April 2025.
Marcus Byrne, head art and AI tinker at Thinkerbell, said marketers have a unique influence: “AI is already part of how stories are told, how brands are built and how culture is shaped. As Uncle Ben said, paraphrasing Voltaire ‘With great power comes great responsibility’.”
Noddy Sharma, founder of Abel Movement and co-author of the paper, added: “We’re on a knife’s edge with AI taking hold. We must lead now in a way that pushes us towards human flourishing, not away from it.”
Notable participants in the Think Tank included maths educator and YouTuber Eddie Woo, Ashley Fell from McCrindle, psychologist Clare Rowe, and Joel Pearson, professor of cognitive neuroscience at the University of NSW.
The full paper, AI and the Next Generation: A National Wake-Up Call, is available to download via the ACAM website.