AI-Enabled Life Event Services: Unlocking Value at Key Moments for Citizens

Transforming Government Support for Life’s Most Important Moments

Across Australia, digital transformation is reshaping how citizens interact with government—especially during major life events such as births, marriages, job changes, and bereavement. These moments are often complex, emotional, and require support from multiple agencies. Artificial intelligence (AI) and digital technologies are now enabling governments to deliver more connected, proactive, and personalised services that meet citizens at these critical junctures, driving both satisfaction and real-world impact.

The Success of Life-Event-Focused Digital Services

Life-event services have emerged as a clear success story in Australia’s digital government journey. Satisfaction rates among users of these services are exceptionally high—93% report positive experiences. Digital platforms have made it easier for citizens to access healthcare, financial support, and essential documentation during key life events, with services like myGovID and digital wallets streamlining authentication and reducing administrative burdens.

Citizens are increasingly comfortable with AI-enabled personalisation. The vast majority support digital services that remember their preferences, recommend relevant offerings, and tailor content based on their circumstances. For example, 83% are comfortable with services that recall previous interactions, and 78% support personalisation based on employment status or income. Automated reminders for health screenings or tailored support for people with disabilities are especially popular, with over 80% support.

Gaps in Awareness and Usage

Despite these successes, significant gaps remain in awareness and uptake. Nearly half (49%) of Australians who experienced a life event in the past year did not use an available online government service, and 36% did not even consider doing so. This awareness gap is particularly pronounced among older citizens, lower-income households, the unemployed, and those without university education. For instance, a third of low-income households struggle to find, use, or understand online government services, compared to just 23% of higher-income households.

The digital divide is not just about access to technology—it is shaped by financial stress, digital literacy, infrastructure gaps, and trust. Vulnerable groups are less likely to engage with digital services and more likely to report negative experiences, even though they often stand to benefit the most from efficient, accessible support during life events.

The Power of AI: Personalisation, Proactivity, and Accessibility

AI and emerging technologies are unlocking new possibilities for life-event services:

Personalisation: AI tailors content and recommendations to each citizen’s unique situation, making it easier to find relevant support. For example, citizens can receive proactive notifications about benefits, health checks, or documentation needed for a new job or family change.
Proactivity: AI can anticipate needs based on life changes, reducing the number of government touchpoints and ensuring timely assistance. This is especially valuable during stressful periods, such as bereavement or serious illness.
Accessibility: AI-powered platforms can adapt interfaces for people with disabilities, offer language support, and provide 24/7 assistance through chatbots and automated services. This inclusivity is essential for reaching all Australians, regardless of background or ability.

Building More Connected and Proactive Experiences

To maximise the impact of AI-enabled life event services, governments must focus on:

Cross-Agency Collaboration: Life events rarely fit neatly within a single department. Effective support requires seamless coordination between agencies—sharing data securely, aligning processes, and presenting a unified digital experience.
Targeted Outreach: Many citizens are simply unaware of the digital services available to them, especially during major life events. Proactive, personalised outreach—through digital channels, community organisations, and trusted intermediaries—can help close this gap.
Inclusive Design: Services must be designed with accessibility and inclusivity at their core. This means user-friendly interfaces, content in multiple languages, and support for those with limited digital skills.
Trust and Transparency: Concerns about data privacy and security are rising, with 52% of Australians expressing doubts about the government’s ability to protect their data. Clear communication about how personal information is used, robust data governance, and transparent AI practices are essential to building and maintaining trust.

Recommendations for Public Sector Leaders

Expand Digital Literacy and Inclusion Programs: Invest in digital skills training and outreach, especially for disadvantaged and minority groups. Multi-stakeholder initiatives involving government, business, and community organisations can help scale these efforts.
Centralise and Simplify Platforms: Create unified digital platforms that offer a consistent, seamless experience across all life-event services, reducing confusion and making it easier for citizens to navigate government support.
Engage Citizens in Service Design: Involve diverse citizen groups in the design and testing of AI-enabled services, ensuring solutions are responsive to real needs and concerns.
Measure and Adapt: Use analytics to track service usage, identify gaps, and continuously refine offerings based on citizen feedback and changing needs.
Prioritise Ethics and Transparency: Clearly articulate how AI is used, how decisions are made, and how data is protected. Regularly update citizens on progress and address concerns proactively.

The Path Forward: No Citizen Left Behind

AI-enabled life event services represent a powerful opportunity to deliver more accessible, efficient, and personalised public support—especially at the moments that matter most. By prioritising cross-agency collaboration, targeted outreach, inclusive design, and ethical innovation, governments can ensure that every citizen receives the support they need, when they need it. The future of digital government is not just about technology—it’s about meeting people where they are, with empathy, intelligence, and trust.