What does the Roy Morgan research reveal about AI adoption in Australia?

New data reveals that artificial intelligence has officially entered the Australian mainstream, with 13.6 million citizens regularly using AI tools. This represents an impressive 58% of the entire population aged 14 and older utilizing these technologies in an average four-week period during the March quarter.

Which consumer AI tools are winning the market share battle in Australia?

OpenAI's ChatGPT is the dominant market leader, attracting 10.5 million regular users and capturing 45% of the Australian market. This figure is more than double its nearest competitor, Google Gemini, which records 5 million active users (21%), followed closely by Microsoft Copilot with 4 million users (17%).

How are smaller AI platforms like Canva Magic Studio and Claude performing against the big tech giants?

Niche and local alternatives trail far behind the big three dominant tech giants. Australia's local success story, Canva Magic Studio, captures an estimated 1.4 million users, whilst Anthropic’s Claude rounds out the major platforms with approximately 777,000 users.

Which age demographics are driving the highest usage of AI tools in Australia?

Dispelling the myth that AI adoption is exclusively driven by the youngest tech consumers, Australians aged 25–49 are leading the charge. Adoption rates peak significantly within the 25–34 age cohort at 74%, followed closely by those aged 35–49 at 72%.

What are the AI adoption rates for older demographics in Australia?

AI tool engagement drops sharply as demographic age increases. Regular usage declines to 50% for Australians in the 50–64 age bracket, and plummets to just 31% among seniors aged 65 and over.

How is Google Gemini's market share calculated in this data?

Google Gemini's recorded 21% market share (5 million users) represents the active, intentional use of the standalone AI tool. The Roy Morgan research explicitly isolates this active engagement, excluding the passive, embedded AI use that comes standard with standard Google Search functions.

What is the bull case for AI-adjacent stocks and tech platforms in Australia based on this data?

The structural shift shows deep, mainstream consumer monetization potential, as more than half the country now regularly engages with AI. The highest adoption is concentrated in the 25–49 working-age demographics, indicating strong utility and willingness to integrate these tools into daily professional workflows.

Image for illustrative purposes only. Not a real photo.

ChatGPT dominates as Australian AI usage soars

Written by Brie CarterPublished Jun. 4 2026Last Updated Jun. 4 2026

Artificial intelligence has integrated into the Australian mainstream, with new research from Roy Morgan revealing that 13.6 million citizens—a 58% of the population aged 14 and over—now utilise AI tools in an average four-week period.

The comprehensive March quarter data highlights a highly competitive market dominated by OpenAI's ChatGPT.

Securing the top position, ChatGPT attracts 10.5 million regular users, capturing 45% of the market.

The figure is more than double that of its nearest rival, Google Gemini, which records 5 million active users (21%), independent of standard embedded search functions.

Microsoft Copilot follows closely in third place with 4 million users (17%), whilst local success story Canva Magic Studio (1.4 million) and Anthropic’s Claude (777,000) round out the major platforms.

Demographic analysis dispels the myth that AI adoption is exclusively driven by the youngest tech consumers.

Instead, Australians aged 25–49 lead the charge, with adoption rates peaking at 74% for the 25–34 cohort and 72% for those aged 35–49.

Whilst solid engagement persists among teenagers and young adults, usage sharply declines to 50% for those aged 50–64 and drops to just 31% among seniors aged 65 and over.

Commenting on the unprecedented shift, Roy Morgan CEO Michele Levine noted that AI software has rapidly taken the nation by storm.