The Role of AI and Emerging Technologies in Building (or Eroding) Trust in Digital Government Services

Introduction: Trust at the Heart of Digital Government

As digital government services become an integral part of daily life, the adoption of artificial intelligence (AI) and other emerging technologies is reshaping how citizens interact with the state. While these innovations promise more efficient, personalised, and accessible public services, they also bring new challenges—particularly around data privacy, security, and public trust. In Australia, where digital transformation has been a global benchmark, recent years have seen a sharp decline in citizen confidence, underscoring the urgent need for responsible, transparent, and ethical technology implementation.

The State of Trust: Progress and Peril

Australia’s digital government journey has been marked by high adoption and satisfaction rates. In 2024, 85% of Australians used online government services, and platforms like myGovID and digital wallets have become everyday essentials. Yet, beneath this progress, a trust crisis is emerging. Over half of Australians (52%) have lost trust in the government’s ability to protect their data, and 56% express doubts about how their information is kept safe—a dramatic drop from just two years ago, when 92% expressed confidence in digital government services.

This erosion of trust is driven by several factors:

High-profile data breaches at both public and private organisations have heightened anxiety about data vulnerabilities and identity theft.
Fears of data misuse and lack of transparency: Nearly half of Australians are concerned about how their data is shared between government departments, and 48% cite privacy as a top concern—up from 37% the previous year.
The rapid emergence of AI: While 55% of Australians support the use of AI to improve government services, 94% expect strong governance and transparency, and nearly half want full insight into how AI systems operate.

Citizen Attitudes: The Value Exchange and Demand for Transparency

Despite these concerns, Australians continue to value the benefits of digital government—faster processing, timely notifications, and personalised experiences. Many are willing to share personal data in exchange for these advantages, but only if they are confident their privacy will not be compromised. The top barriers to trust include:

Privacy breaches from storing data in a single source
Inability to access personal data
Concerns about personal data being stored on government databases

These anxieties are especially acute among younger Australians, those in precarious financial situations, and minority groups—segments that stand to benefit most from digital services, yet are at greatest risk of exclusion if trust is not rebuilt.

The Double-Edged Sword: Risks and Opportunities of AI and Automation

AI and automation offer significant opportunities to personalise and streamline public services. Australians are generally comfortable with AI-enabled services that remember their preferences or recommend relevant offerings. For example, 83% are comfortable with digital services that remember their last interactions, and 78% are open to personalisation based on employment status or income. Automated notifications for health screenings or disability support are also widely supported.

However, the same technologies can erode trust if not implemented responsibly. The main barriers to trust in AI-enabled government services are:

Feelings of loss of control over personal information
Concerns around security and the ability to fix issues if something goes wrong
Fears of data manipulation or identity theft

The lesson is clear: the promise of AI must be matched by robust ethical frameworks, transparency, and citizen engagement.

Best Practices for Responsible AI Implementation

To build and sustain trust in digital government, agencies must adopt a holistic, citizen-centric approach to AI and emerging technologies. Key best practices include:

1. Transparent Communication

Clearly articulate what data is collected, why it is needed, and how it will be used.
Use plain language and accessible formats to demystify new technologies and data practices.
Provide regular updates on security measures and respond proactively to incidents.

2. Robust Data Governance

Implement strong security protocols and privacy safeguards across all digital platforms.
Limit data sharing between departments to what is strictly necessary, and communicate these boundaries to citizens.
Invest in secure digital identity systems that minimise the amount of data citizens need to share.

3. Ethical and Inclusive Use of AI

Establish clear governance frameworks to ensure AI systems are transparent, explainable, and subject to regular review.
Prioritise fairness and inclusion, designing AI-enabled services to be accessible and beneficial to all, with particular attention to vulnerable groups.
Engage citizens in the design and oversight of AI-enabled services, ensuring their concerns are heard and addressed.

4. Empower Citizens with Control

Offer easy-to-use tools for citizens to access, correct, or delete their data.
Make consent management simple and granular, allowing users to choose what they share and with whom.
Ensure that citizens can easily opt out or modify their preferences at any time.

5. Expand Digital Inclusion and Literacy

Target digital inclusion programs to disadvantaged groups, including those with lower incomes, rural residents, and minority communities.
Provide omnichannel support, ensuring that phone and in-person assistance remain available for those not ready or able to use digital services exclusively.
Invest in digital skills development and infrastructure to close the digital divide.

The Path Forward: Trust as a Strategic Imperative

The future of digital government will be defined not just by technological innovation, but by the strength of the relationship between citizens and the state—grounded in trust, transparency, and ethical leadership. As AI and emerging technologies become central to public service delivery, governments must move beyond compliance to actively earn and sustain public trust. This means:

Protecting data with best-in-class security
Demonstrating respect for citizen preferences
Providing clear value in exchange for data
Communicating openly and consistently at every step

At Publicis Sapient, we believe that trust is the critical enabler of digital transformation. By prioritising transparency, robust governance, and inclusive design, government agencies can accelerate digital adoption, close the digital divide, and deliver lasting value for every citizen. The opportunity is immense—but only if trust is restored and maintained, every day, through every interaction.