A recent study by Dentsu's Data Consciousness Project reveals a significant shift in Australians' attitudes towards data privacy and control - 87% of Australians now want to control their data and choose who they share it with.

In a notable shift, 55% of Australians are interested in receiving financial benefits in exchange for organisations using their data, a significant increase from 41% in 2022. This suggests a growing willingness among consumers to monetise their personal data, provided they retain control over its use.

However, the study also reveals a strong resistance to sharing data without receiving equivalent value in return. A significant 83% of Australians want to refuse to share their data with any organisation while still receiving the same level of service. This indicates a growing expectation among consumers for a fair exchange of value when it comes to data sharing.

The research also highlights a strong expectation among Australians for organisations to use their data primarily for their benefit, with 73% expressing this view. Only 33% of Australians are happy with the amount of personal data they provide to organisations, and 31% are more comfortable sharing personal data with companies than they used to be.

The study also reveals deep concerns among Australians about ethical standards in data use. A significant 86% believe organisations need to demonstrate higher standards of ethical behaviour regarding personal data, and 82% believe the government needs to play a bigger role in regulating the use of personal data by companies.

Artificial Intelligence (AI) and 'deepfakes' are also causing concern, with 64% of Australians worried about the unethical use of AI and 61% worried about deepfakes. However, Australians are also increasingly engaging with AI technology, with 47% having used smart assistants, 42% having used chatbots or virtual agents, and 27% having used natural language generation.

Christine McKinnon, Dentsu's Head of Intelligence said: "We are really immersed in a ‘data reclamation’ phase where consumers are really starting to demand more control over their data and how brands access it."

Gabriel Tamborini, Dentsu's Chief Experience and Gaming Officer, also noted the impact of AI on consumer attitudes towards data privacy. "This research highlights the way AI is going to change how consumers feel about data, privacy and security," he said. "Australians are already deeply concerned about the future of AI as it sits at an ethical crossroads, while they are also rapidly starting to experiment with AI technology."