The brands that Australians are now hating on, and why

June 3, 2026 — 4:06pm

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Investors may love the US tech giants OpenAI, Google, (Facebook owner) Meta and Nvidia but for consumers these mega-companies are among what Australians view as the most distrusted brands – in part reflecting our distinct suspicion around artificial intelligence. And these brands are the public face of it.

Australians have been legendary early adopters of technology over the decades but, according to the most recent survey on brand trust by Roy Morgan, we have concerns about these companies’ ethics, profiteering and anticompetitive behaviour, with privacy protection, in the case of Google, also a concern.

These brands appear to be falling with a bullet in trust at the same rate their share prices surge.

Fears that AI will replace jobs – which are receiving increased currency in the media and spurred by large organisations talking up their AI adoption credentials – are undoubtedly feeding into the community’s distrust of AI’s largest........

© The Sydney Morning Herald