While many Australians are open to AI-powered experiences during major shopping events, concerns about privacy and data use remain widespread, new research from communications platform Sinch showed.
The study found that AI has become standard in retail communications, though shoppers remain divided on its benefits.
Twenty-nine per cent of Australians believe AI will make their Black Friday and holiday shopping easier, while 32 per cent do not believe it will help at all.
Privacy emerged as a key concern, with 43 per cent of respondents citing data use as their top issue. Twenty-three per cent said that personalisation sometimes feels invasive, underscoring the importance of transparency in how brands use customer information.
When it comes to communication preferences, Australians continue to favour established, secure channels. Email remains the most preferred option for promotional messages, chosen by 58 per cent of respondents, and transactional messages, favoured by 80 per cent.
About 54 per cent want to receive shipping and order tracking updates via email, while 55 per cent prefer using email for customer support.
Use of AI for customer service remains limited, with only 2 per cent of respondents saying they would choose AI chatbots as their first option for resolving support issues. The same proportion said they would trust AI-generated shopping recommendations over human ones.
The findings suggest that retailers looking to build engagement ahead of Black Friday and Cyber Monday should focus on timing, transparency, and relevance. Thirty-six per cent of Australians want to hear about sales a month in advance, while 47 per cent value personalisation only if it is directly relevant to them.
“Australian consumers are open to AI, but only on their terms. They expect secure, transparent, and genuinely helpful experiences. That message is consistent across global markets that trust must come first,” said Ginger Kidd, VP Marketing and Communications, APAC at Sinch.
“To win loyalty during peak sales events like Black Friday and Cyber Monday, brands must act on what consumers are telling them: use AI in ways that are authentic, responsible, and human.”