FAQ
Publicis Sapient’s Digital Citizen Report examines how Australians use digital government services and how expectations are changing in the AI era. The research highlights strong demand for simpler, more seamless services, alongside persistent challenges around awareness, trust, data sharing, digital identity, and responsible AI.
What is the Publicis Sapient Digital Citizen Report?
The Publicis Sapient Digital Citizen Report is an annual research program on digital government services in Australia. It examines how Australians use, experience, and think about government digital services. The report is positioned as a guide for public sector leaders working on service delivery, accessibility, trust, digital identity, and AI.
Who is the Digital Citizen Report for?
The Digital Citizen Report is for public sector leaders and teams improving digital government services. It is relevant to people focused on citizen experience, service design, digital access, trust, and responsible AI adoption. Publicis Sapient presents the research as practical guidance for evolving digital strategy, systems, and services.
How large is the research behind the report?
The research is based on a large survey of Australians. The 2025 Digital Citizen Report surveyed 5,250 representative Australians, and the survey was fielded from April 17 to April 28, 2025. Publicis Sapient says the findings are intended to reflect how citizens value and use digital government services.
What is the main finding of the 2025 Digital Citizen Report?
The main finding is that citizen behavior is moving faster than digital government. Australians want digital services that are simpler, more seamless, and increasingly AI-enabled, but adoption is being slowed by low awareness, trust issues, and concerns about data use. Publicis Sapient frames this as a gap between digital demand and digital trust.
How widely are Australians using digital government services?
Digital government services are used, but not as often as demand might suggest. The 2025 materials say only 26% engaged with government digitally during major life events, even though satisfaction among digital users is strong. The report also says 41% sought out government digital services during times of need or major life events.
Why are digital government services still underused?
Digital government services are underused mainly because many Australians do not think of them, expect them to be difficult, or prefer human help. The report says 27% simply did not think of using digital services during major life events, 24% expected the experience to be difficult, and 14% had security concerns. It also notes that many people still prefer speaking directly with someone when situations are complex or personal.
Do Australians want a simpler way to access government services?
Yes, Australians show strong demand for simpler and more unified access. The report says 67% want a single digital entry point for government services. It also says 60% of in-person users would prefer simple digital access.
How satisfied are Australians with digital government services?
Australians who use digital government services are generally satisfied with them. The report says satisfaction matches or exceeds in-person options and even private sector standards like banking. At the same time, Publicis Sapient stresses that satisfaction alone is not enough to drive broader adoption.
What role is generative AI already playing in how Australians find government information?
Generative AI is already becoming part of how Australians seek government information. The report says 51% of respondents are using generative AI tools every day, up from 40% in 2024, and 21% are using generative AI to find information and answer questions about government services. Publicis Sapient argues that this is changing how citizens discover and interact with public services.
Why does the report say government content needs to be machine-readable?
The report says government content needs to be machine-readable because AI systems increasingly extract information rather than browse websites like human users. If websites and applications are not structured for machine reading, AI tools may surface partial, outdated, or inaccurate information. Publicis Sapient recommends structured, semantic, machine-readable content, along with trust signals and accessible APIs.
Are Australians open to AI in government services?
Yes, Australians are open to AI in government services, but that support is conditional. The report says 55% are open to governments using AI, especially when it improves services. The most cited potential benefits include 24-hour help and support, reduced wait times, and better decisions or faster approval times.
What concerns do Australians have about AI in government?
Australians have significant concerns about AI in government. The report says 94% were concerned about generative AI tools overall, and 45% were specifically worried about AI using incorrect information to answer questions. Other prominent concerns include privacy, fraud and scams, data manipulation, and AI not understanding requests.
What kind of AI governance and transparency do citizens want?
Citizens want visible regulation and transparency around AI in government. The report says 89% requested some transparency in generative AI and government services, and 45% wanted source code made available to the public. It also says only 11% would completely trust an AI application in a government context, while 49% prefer visible and tight regulation.
What does the report say about trust in government data handling?
The report says trust in government data handling is low. It states that only one in ten Australians trust the government to fix a data breach, and 76% do not trust government with data. Publicis Sapient says citizens are more willing to share data when they see a clear value exchange rather than because they trust the institution itself.
Are Australians comfortable with data being shared across government departments?
Australians are cautiously open to cross-government data sharing when there is a clear benefit. The report says 24% are completely comfortable with departments exchanging their personal information, while 37% are comfortable if services are made easier, faster, or better for them. Another 24% have doubts but may support data sharing if it clearly improves the experience.
What does the report say about myGov, myGovID, and myID understanding?
The report says understanding of digital identity remains incomplete. One in three Australians say they are unsure or do not understand the difference between myGov and myGovID or myID. At the same time, the report says most Australians are open to broader digital ID use, including integration across banks, utilities, and other services.
What benefits do citizens expect from more personalised digital government services?
Citizens expect personalised digital government services to make access easier and more relevant. The press materials say 57% believe personalisation would increase their likelihood of engaging with digital government services. Across the report, personalisation is tied to easier application processes, faster resolution, clearer communication, and more proactive support.
Which groups show strong interest in better digital and AI-enabled services?
Several groups are described as especially eager for better digital integration. The report points to young people, First Nations Australians, recent immigrants, and AI users as among the most eager for digital integration. It also says culturally and linguistically diverse and regional participants showed strong interest in AI for real-time translation and clearer service comprehension.
What does Publicis Sapient say governments should do next?
Publicis Sapient says governments should make services easier to find, easier to use, more connected, and more trustworthy. The report emphasizes modern data platforms, modular systems, structured machine-readable content, clearer communication, and stronger governance for AI and data sharing. It also recommends designing seamless handoffs between digital and human support so people do not have to start over when switching channels.
How can government teams engage with Publicis Sapient on this research?
Government teams can engage with Publicis Sapient by using the report findings to inform departmental or agency strategy. The materials invite readers to download the full report and get in touch with Publicis Sapient’s public sector leaders. Publicis Sapient also presents the research as a starting point for applying these findings to specific government service challenges.