Currently, in December 2025, the 25-34 and 35-44 age demographics are demonstrating the highest adoption rates of AI-powered tools in Australia, primarily driven by their professional use and digital fluency. This isn’t necessarily direct consumer AI usage like chatbots, but rather integration within platforms they use for work, including marketing and business operations.
A key example is the increasing use of platforms like HubSpot, which, as of December 2025, now includes AI-powered features such as content assistance, predictive lead scoring, and automated email personalisation. HubSpot’s AI tools function by analysing large datasets of customer interactions – website visits, email opens, form submissions – to identify patterns and predict future behaviour. This data is processed using machine learning algorithms hosted on Amazon Web Services (AWS) regions available in Australia, ensuring data residency compliance with Australian privacy laws. The ‘Content Assistant’ feature, for instance, uses a generative AI model to suggest copy variations based on inputted keywords and brand voice, while ‘Predictive Lead Scoring’ assigns a probability score to each lead based on their likelihood to convert, using historical sales data. In 2026, HubSpot plans to integrate more sophisticated AI-driven A/B testing capabilities. Australian businesses utilising HubSpot pay a subscription fee, with AI features available in Professional and Enterprise tiers.
Essentially, these AI tools operate by leveraging data analysis and machine learning to automate tasks and provide insights, with adoption currently highest amongst younger working-age Australians who are more readily integrating these features into their daily workflows.
