Currently, Australian trust in AI for critical decisions is cautiously developing, with acceptance varying significantly by sector and application. A key factor influencing this is transparency – understanding *how* AI arrives at its conclusions. Platforms like the Google Marketing Platform (GMP) demonstrate this through detailed reporting and explainable AI features, impacting how Australian businesses utilise AI in marketing.
As of December 2025, GMP now includes ‘Attribution’ modelling powered by AI, which determines the contribution of different marketing touchpoints to conversions. This isn’t a ‘black box’; GMP provides data visualisation showing the weighting assigned to each channel (Search, Display, YouTube, etc.). The system uses a statistical model – currently a data-driven attribution model with options for rule-based and algorithmic approaches – and reports on model confidence scores. For Australian businesses, GMP is accessible via direct subscription or through certified Google Marketing Platform partners, with pricing based on ad spend. Compliance with Australian Privacy Principles is managed through Google’s data processing agreements. In 2026, Google has announced the rollout of ‘Performance Max Insights’ within GMP, offering AI-generated explanations of campaign performance, further enhancing transparency. These insights will be available to all Australian GMP users.
Essentially, GMP’s AI functions by analysing marketing data and presenting the reasoning behind its recommendations and attribution modelling, fostering a degree of understanding and therefore, trust.
