Canberra, 16 September 2026 – A new study of nearly 230,000 pieces of media coverage in Australia shows that reporting tells a story of confidence in the Australian Government's ability to 'handle' AI, but low confidence in the technology itself and those who develop it.
The research analyses 12 months of news reporting from 1 August 2025 to 31 July 2026, tracking the volume and sentiment associated with key moments. It compares that coverage with more than 13,000 posts from Australian subreddits, which provide an indicative picture of online public discussion rather than a representative opinion poll.
Key moments include the Treasurer's Economic Reform Roundtable, the under-16 social media ban, the Grok deepfake harms and Prime Minister Albanese's 'AI in Australia's Interests' address at the University of Sydney in July.
Released today, the research, conducted by InnovationAus.com in partnership with Isentia, shows that over the course of the year coverage became steadily more confident that AI works, but steadily more doubtful that its benefits would reach ordinary people.
According to Ngaire Crawford, Executive Director, AI Strategy, Isentia, the data paints a clear picture. When media coverage named a beneficiary of AI, it named business in 71% of claims, compared with consumers in 30% and workers in 26%.
“Over the year, reporting made a clear business case for adopting AI and the attraction of datacentre investment, but the benefits for workers and consumers did not filter through,” Ms Crawford said.
“The central unresolved tension is not whether AI works, but whether its benefits are shared fairly. The costs – including job cuts, higher household bills and environmental pressure – are reported as falling on workers, consumers and communities, often without those affected having a voice or any solution being offered.
“This divide is already sharper in public discussion on social media. Jobs and work accounted for 30% of AI discussion in the Australian online communities analysed, compared with just 5% of news coverage. We expect these concerns to move increasingly from social channels into mainstream news over the next 12 months.”
The divergence was also evident across the report's four elements of trust. Among news coverage that weighed each issue, 53% was supportive of the governance response and 20% critical. By contrast, 80% was critical of the technology itself and 19% supportive. The public discussion analysed was more critical across all four elements.
Government was the largest source of headline and opening comment on AI, accounting for 21.4%. The July National AI Plan was also the only government initiative to cut through to the sampled public discussion, with the busiest week of online AI discussion coinciding with the peak in news coverage of the plan.
InnovationAus.com publisher Corrie McLeod said the research showed the government's voice strengthening as it developed regulation, safeguards and new institutions, but the wider debate remained heavily dependent on international voices.
“Government became more visible as it addressed regulation, safeguards and the organisations needed to oversee AI, particularly through the National AI Plan in July. But beyond government, the voices shaping the debate are largely international,” Ms McLeod said.
“Two-thirds of major stories were international news relayed to Australian audiences, and the vast majority of quoted AI industry voices were global. Australian-built AI companies accounted for less than 1% of coverage.
“Despite all the discussion about sovereign AI, the media conversation gives very little attention to the local capability Australia will need if it is to build and shape this technology for itself.”
The research also found that about one in five stories concerned an AI-related harm or failure, but 63% named no responsible actor. Where responsibility was assigned, it fell most often on individual users and businesses deploying AI, and least often on the developers that built the systems. The coverage therefore often left no clear indication of who was accountable for rectifying the harm.
Coverage of data centres grew roughly tenfold across the year. By July 2026, stories focusing on costs to individuals – energy bills, water use and grid strain – outnumbered those focusing on benefits to individuals, including jobs, by about four to one. The companies building the centres held only a small share of voice.
Key data points:
- Two-thirds (66%) of major stories were international news relayed to Australian audiences; 88% of quoted AI-industry voices were international; and Australian-built AI companies appeared in 0.8% of coverage
- When coverage named an AI beneficiary, it named business in 71% of claims, consumers in 30% and workers in 26% (articles could name more than one)
- Jobs and work accounted for 30% of online AI discussion, six times their 5% share of news coverage
- About one in five stories concerned an AI harm or failure, and 63% of that coverage named no responsible actor
- Government supplied 21.4% of headline and opening quotes, the largest share. Prime Minister Albanese was the most-quoted individual and the person most consistently framed positively
- Data centre coverage grew roughly tenfold; by July 2026, cost-to-individuals framing was about four times as prevalent as benefit-to-individuals framing
The full report can be downloaded here: AI in the Australian Media Conversation
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About InnovationAus.com
InnovationAus.com is a leading commentator on public policy and business innovation. The publication sits at the intersection of government, technology, research, start-ups and capital markets. We provide Australian corporate, finance and innovation sectors with news and senior insights into the public policy that underpins the strength of the local ecosystem, and to find or highlight examples of innovation excellence within Australian industry. Armed with better insights, it is hoped that all stakeholders can then engage more successfully within their marketplace, with government and with policymakers.
About Isentia
Isentia, part of Pulsar Group, is the leading provider of media intelligence, social listening, and strategic research insights across Australia and the Asia-Pacific. Combining advanced proprietary AI and machine learning technology with deep analytical expertise, Isentia helps governments, public sector agencies, and leading enterprises navigate complex media landscapes, evaluate public sentiment, and build social license. Isentia delivers the real-time intelligence needed to inform public policy, manage reputation, and drive high-impact decisions. Learn more at www.isentia.com.
