Blog post
May 12, 2026

Federal Budget 2026: Tax reform divides, housing dominates, and the sectors left wanting

Isentia’s budget night analysis of stakeholder reactions straight from lock-up this evening in Parliament House as they addressed the Conga-line, along with fresh analysis of key media releases from a range of sectors.

The 60-Second Summary

The 2026 Federal Budget is a story of broken promises and big bets. The Labor government went where it said it wouldn’t in the last election just 12 months ago, scrapping the 50 per cent capital gains tax discount, winding back negative gearing on existing properties, and imposing a 30 per cent minimum tax on discretionary trusts. 

The dominant mood from stakeholders? Split right down the middle. Unions and social services groups cheered what they called a once-in-a-generation rebalancing of the tax system. Business groups, property investors, and the Coalition called it a betrayal that will scare investment offshore.

Behind the tax headlines, the Budget committed an additional $14 billion over the next four years and $53 billion over the decade to defence, $25 billion in extra public hospital funding, $14.8 billion for fuel security, and $2 billion for housing enabling infrastructure. But the cuts were deep, in particular the $37 billion savings from the NDIS. 

For many, this is a budget of trade-offs: young homebuyers gaining ground, while older Australians and people with disability are left anxious about what comes next.

Independent Senator David Pocock’s initial reaction to the Budget commended the Treasurer on many elements, however Pocock noted changes to gas company taxes were sorely missing. 

Senator Pocock said many Australians will be looking at the Government’s Budget and wondering why it didn’t put their best interests ahead. “When you read through the budget papers, clearly, it sucks to be poor, it sucks to be old, and it sucks to be a native species. And we have to make sure the Australian Government is spending its money on the priorities the Australian people want”.

Key Numbers at a Glance

Defence spending$14 billion over the next four years and $53 billion over the decade, along with other measures, brings total funding in the portfolio to $887 billion to 2035-36
NDIS savings$37 billion in cuts
Public hospital funding$25 billion additional
Fuel resilience package$14.8 billion
Housing infrastructure$2 billion for 65,000 homes
Working Australians Tax Offset$250 per worker

Sector Scorecards

Tax & Cost of Living  [Mixed]

The headline reforms in this budget are all about tax. The government replaced the 50 per cent Capital Gains Tax (CGT) discount with an inflation-indexation model capped at 30 per cent. They went further – restricting negative gearing to new builds (limited to two properties), and imposing a 30 per cent minimum tax on discretionary trust distributions. 

Dubbed as ‘once in a lifetime’, tax reform proposals include the introduction of a permanent $250 Working Australians Tax Offset, and cuts to the low-income marginal rate from 16 to 15 per cent (dropping to 14 per cent in July 2027). These CGT and negative gearing changes are forecast to raise $3.6 billion in their first two years.

The Australian Council of Trade Unions (ACTU) welcomed the measures as a generational rebalancing. ACTU President Michele O’Neil said this Budget was about fairness, giving workers a better shot at housing and ending a system that taxed work harder than wealth. 

But the Australian Chamber of Commerce and Industry (ACCI) warned the changes would drive investment offshore. ACCI acting CEO, David Alexander said matching spending blowouts with tax hikes would lock in a slow-growth economy. 

The Business Council of Australia (BCA) took a middle path, welcoming productivity measures but flagging concern about the CGT and negative gearing changes making Australia less competitive.

“Higher taxes will scare away investment in Australian businesses and send this funding to more welcoming overseas jurisdictions,” said Mr Alexander.

Queensland Independent Senator Bob Katter called the low-income tax cut so small it “doesn’t even buy a beer” and accused the government of breaking its promise not to change CGT and negative gearing. 

The Australian Industry Group’s, Innes Willox noted Australia now has among the highest CGT rates in the world, however Australian Council of Social Service (ACOSS) CEO Dr Cassandra Goldie broadly welcomed the tax reforms. Goldie did however criticise the $250 tax offset, saying it was ‘going to everyone in paid work while 4 million people on the lowest incomes; those on JobSeeker, Youth Allowance, the Disability Support Pension got nothing’.

Housing & Property  [Mixed]

Housing dominated the Budget narrative yet again. The CGT and negative gearing changes were framed as the government’s answer to the affordability crisis, backed by $2 billion in water, roads and sewage infrastructure to support 65,000 new homes over the next decade. 

A $60 million National Youth Housing Supplement will unlock social housing for over 4,000 young people, fixing a long-standing “youth housing penalty”, making young tenants financially unviable for community housing providers.

Homelessness Australia CEO, Kate Colvin called it a hard-won win for young people failed by a system that catches them in crisis, yet never houses them. The Australian Community Housing sector’s Mark Degotardi said the Budget restores balance to a housing system long overdue for reform.

But others were sharply critical. Master Builders Australia CEO, Denita Wawn said the government’s own modelling showed the tax hike would reduce supply by 35,000 homes, and even with productivity measures adding 65,000, the net gain of 30,000 was nowhere near enough when Australia already falls short by around 200,000 homes. The Property Council’s Mike Zorbas called the tax changes a roll of the dice, warning the government must closely monitor investor behaviour.

“If the tax hike on property had not been introduced tonight, we would instead be up by over 100,000 homes over 10 years,” said Ms Wawn.

The Greens were scathing from the other direction, saying property investor tax perks were largely intact, with around 95 per cent of the benefit remaining, and no new money for public housing.

Healthcare & Medicare  [Mixed]

The budget proposed $25 billion in additional funding for public hospitals under the new National Health Reform Agreement and introduced a three-year-old health check through GPs, funded by Medicare. 

But the Australian Medical Association (AMA) said the rest was thin. AMA President, Dr Danielle McMullen warned of a remaining funding gap of at least $9.6 billion in hospital funding and criticised the lack of broader Medicare modernisation.

“Urgent care centres and targeted bulk billing in certain geographic areas are not long-term solutions. We need to see true reform of Medicare,” Dr McMullen said.

The AMA also raised alarm over cuts to the private health insurance rebate for over-65s, warning it could force older Australians to drop or downgrade cover and pile extra pressure on public hospitals. 

The Australian College of Nursing called for a national nursing workforce strategy, warning of a projected shortage of more than 70,000 nurses by 2035. The Royal Australian College of General Practitioners (RACGP) also welcomed the three-year-old health check and RSV vaccination funding but flagged disappointment with racism in the health system.

Disability & NDIS  [Negative]

The Budget’s single biggest savings measure is a proposed $37 billion cut to the NDIS through tighter eligibility, stronger fraud controls, mandatory provider registration and a target of reducing participant numbers by 160,000 by 2030. 

The Business Council of Australia supported the structural reforms as necessary to return the scheme to its original intent. The BCA commended the government’s “tough decisions” to make the National Disability Insurance Scheme (NDIS) more sustainable and expressed approval for the expected return to a budget surplus earlier than previously forecast, but disability advocates and welfare groups remain alarmed.

ACOSS CEO Dr Cassandra Goldie said people with disability were frightened about what the reforms mean and urged the government to keep them at the centre of any changes. 

The Greens accused the government of cutting $37 billion from disability services to fund $53 billion in weapons spending, where Independent Bob Katter acknowledged the NDIS needed restructuring to tackle rorting, but said the measures targeted eligibility fraud while the bigger problem, rorting by scheme administrators, remains unaddressed.

“It is outrageous that fraudulent businesses have been created with the primary purpose of effectively thieving from, neglecting and defrauding some of the most vulnerable members of our society,” Mr Katter said.

Defence & National Security  [Positive]

As previously announced, the government is proposing commitments of $425 billion to defence over the next decade, targeting 3 per cent of GDP by 2034. This is a proposed increase of $14 billion over the next four years, and $53 billion across the decade. 

Spending targets include accelerating nuclear submarines and surface ships under AUKUS, expanding long-range strike capabilities, and boosting uncrewed systems. Bob Katter welcomed the spending direction but said it failed to shore up foundations, calling for action to regain control of strategic assets like ports and airfields and to increase the number of combat-ready civilians.

Energy & Environment  [Negative]

Energy policy drew some of the sharpest reactions. The government committed $14.8 billion to a Strengthening Australia’s Fuel Resilience package and $10 billion to extend domestic fuel stockpiles. 

The ACTU welcomed these as job-saving measures. But the Climate Council slammed the government for the proposed $19 billion in annual fossil fuel subsidies and for forgoing gas export tax revenue, calling it a massive free kick for fossil fuel corporations.

“This Budget maintains the $19 billion gravy train for big fossil fuel corporations,” said Climate Council CEO Amanda McKenzie.

The Australian Conservation Foundation (ACF) claimed seven times more funding was being spent on initiatives that damage nature and climate than protect it. Both the Climate Council and ACF criticised the government for failing to impose a 25 per cent tax on gas exports, which they estimated could raise $17 billion annually.

Small Business  [Mixed]

Small business had some wins: the $20,000 instant asset write-off was made permanent, and companies under $1 billion turnover can now carry back tax losses against tax paid up to two years earlier (at a budget cost of $2.3 billion over three years). 

ACCI welcomed both measures. But the 30 per cent minimum tax on trust distributions alarmed the sector. ACCI’s David Alexander warned the trust tax would damage business operations and productivity due to management having their pay permanently cut by the government. Trusts are commonly used by small businesses to protect assets and ensure continuity.

Education  [Negative]

Education seemed a lower priority in this year’s Budget. The Greens’ Senator Faruqi rallied with the National Union of Students to demand the reversal of job-ready graduates’ fee hikes that have produced $52,000 arts degrees. 

The Student’s Union National President Felix Hughes said the words “student” and “university” were not mentioned once in the Treasurer’s speech. The Australian Education Union welcomed the housing commitments that could help teachers locked out of the areas where they teach, but flagged concern about $472 million in savings to disability funding. 

“Budgets are about priorities and young people will look at this budget and wonder if they are a priority at all,” said Felix Hughes, NUS National President.

Aged Care  [Mixed]

The government reclassified personal care as clinical care in aged care, removing co-contributions for services like showering and mobility assistance. 

Uniting Care welcomed the $3 billion investment but said it wasn’t enough for high-quality residential aged care. Council of the Ageing’s Patricia Sparrow noted no new home care packages were announced in the Budget, despite older people waiting up to a year for support. 

Sparrow also raised alarm about the private health insurance rebate changes hitting 2.6 million older Australians. National Seniors’ Chris Grice said older Australians were already contacting them, unhappy about the insurance changes, and questioned how a 30 per cent minimum tax on shares helps create affordable housing.

Science & Research  [Mixed]

The R&D tax incentive threshold was raised from $150 million to $200 million, and the refundable offset was lifted from $20 million to $50 million, and CSIRO received a $387 million funding boost. 

The Australian Academy of Technological Sciences and Engineering welcomed the investment in publicly funded research agencies. But Science & Technology Australia’s Ryan Winn warned the sector had alost $1.5 billion in research funding, including $800 million from the Australian Economic Accelerator program, making the research landscape much leaner. 

Infrastructure & Transport  [Mixed]

The $2 billion housing-enabling infrastructure fund was the main infrastructure announcement. Civil Contractors Federation CEO Nicholas Proud welcomed the direct connection between infrastructure and housing as the missing piece. 

Big-ticket items include $3.8 billion for Melbourne Rail and $50 million for Sydney-Canberra rail. Bob Katter slammed the regional infrastructure spend as ridiculously low, demanding funding for North Queensland projects. 

The tourism sector was hit by a $10 increase in the passenger movement charge (from $70 to $80), which Tourism and Transport Forum CEO Margy Osmond called a shocker, generating over a billion dollars over the forward estimates.

Employment & Industrial Relations  [Mixed]

This Budget includes reforms to employment services, which ACOSS said it hoped would transform a system that has treated low-income people shockingly for far too long. Skills recognition for overseas qualifications was welcomed as a productivity measure. 

But the Electrical Trades Union’s Michael Wright warned that despite record investment in vocational education, electrical apprenticeship commencements have fallen every year since 2022, with a forecast shortfall of 40,000 electricians by 2030.

Social Services & Welfare  [Negative]

ACOSS CEO Dr Cassandra Goldie gave the Budget’s starkest welfare critique: 4 million people on the lowest incomes – on JobSeeker, Youth Allowance, Disability Support Pension, or the Age Pension – got no cost-of-living relief. 

The remote area allowance, at $9 per week, has not increased in 25 years. The government’s own Economic Inclusion Advisory Committee has recommended fixing income support adequacy four years in a row, and four years in a row those people have been left waiting.

Childcare & Early Learning  [Negative]

The Parenthood’s Georgie Dent called the Budget a missed opportunity for families with young children. There was no expansion of paid parental leave and no clarity on the future of the 15 per cent early childhood educator wage increase set to expire. 

With 260,000 educators unsure whether their wages will go backwards and 1.4 million families paying childcare as their second-highest household expense, Dent said parents needed answers immediately.

Australian Public Services  [Mixed]

The CPSU said overall Australian Public Services sector staffing levels were maintained, but job cuts already underway at the Department of Health, Home Affairs, and Social Services would continue. 

The union welcomed a $387 million CSIRO funding boost and continued funding for nearly 4,000 frontline Services Australia staff but criticised $3.7 billion spent on contractors and consultants while trained public servants lose their jobs.

What This Means for You

This is a Budget that will be dissected for months to come. The government has taken a clear political gamble, hoping that Australians care more about housing affordability and tax fairness than they do about investment incentives and keeping promises.

The dominant narrative from our analysis of stakeholder reaction is ‘broken promises’ versus ‘long overdue reform’, and which framing wins depends heavily on whether house prices actually begin to ease.

For communicators and PR professionals, the biggest story to watch is the investor response. The Property Council, Master Builders and the Financial Services Council have all flagged they will commission independent modelling of the supply impact. 

We will no doubt continue to hear about the impacts of the NDIS cuts, with $37 billion in savings and 160,000 participants potentially losing access, the disability sector will mobilise. This will become a rolling story as implementation details emerge. 

Meanwhile, the silence on income support, nothing for JobSeeker, nothing for the remote area allowance, leaves Labor exposed to the criticism that its cost-of-living relief leaves some large big gaps. 

Lastly, the health insurance “rebate cut”. Over three million older Australians have just been told they will pay more for cover. That is a large, politically engaged demographic. 

Expect aged care, seniors’ advocacy, and private healthcare groups to run hard on this in the weeks ahead. And the veterans’ cuts, $780 million stripped from allied health could turn into a longer-burning issue, especially with a Royal Commission into Defence and Veteran Suicide still fresh in public memory.

Stay Across the Budget Coverage

The reactions will keep rolling in over the coming days as sectors digest the detail, and the opposition delivers its budget reply. Watch this space for the latest stories and perspectives around the Budget, and in the coming weeks as Senate Estimates begins. 

If you’re interested in how Isentia can support you with media and parliamentary monitoring, fill out the form below and we will be in touch. 




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A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 Victoria State Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads, Blogs and Forums. This edition covers conversations and coverage from 26th October - 2nd November 2026, highlighting what’s shaping the election conversation.

1. Election Conversation

7,571
total relevant mentions this week (3,649 media + 3,922 social)

Media = news coverage of the Victorian state election (TV, radio, newspaper, magazine, online news). Social = public posts across X, Facebook, Instagram, TikTok, Threads, Forums and Blogs — everyone posting, not just media outlets. The two are counted separately and summed, with no overlap between them.

2. Media Issue of the Week

Party Leaders Agree to Four-Way Election Debate

Cross-party229 media items · about 1 in 16 election news items

The week began with a long-running political standoff over the election debate format finally breaking. Opposition Leader Jess Wilson had spent weeks demanding a one-on-one contest with Premier Ben Carroll, framing it as a straightforward choice between the two major parties. Carroll, however, had pushed for a 'three-way contest' that included One Nation's Warren Pickering, a move some commentators saw as an attempt to split the conservative vote. The deadlock ended on Tuesday when Wilson reversed her position, agreeing to a four-way 'People's Forum' hosted by News24 and the Herald Sun, but only on the condition the Greens' Ellen Sandell was also included. Wilson then told media that Carroll was 'hiding' and needed other leaders as 'comfort blankets'. The final agreement, confirmed on Wednesday, will see all four leaders face questions from undecided voters in a single event next week.

The debate format is part of a wider contest over how the campaign is framed. Wilson's initial position would have presented the election as a choice between government and opposition. Carroll's push to include Pickering was seen by some as an attempt to draw support away from Wilson on the right. By agreeing to a four-way format on the condition that the Greens were included, Wilson presented Carroll as avoiding a direct contest and herself as open to a broader discussion. Wilson's 'comfort blankets' line became the week's most repeated soundbite.

The story dominated political coverage from Monday through Thursday, generating over 220 articles. It was largely a story about campaign process rather than policy. Headlines like 'Snags and snipes: Leaders sizzle over debate' focused on the personal friction between the leaders, while sustained coverage also followed each change in the negotiations.

3. What's happening across media and social?

How the same issues and parties are landing in the news versus in public conversation

MediaSocial
Issues
Campaign & Election Process
Media
37.2%
Social
59.8%
Government Integrity & Accountability
Media
9.8%
Social
10.7%
Health & Hospitals
Media
13.8%
Social
4.6%
Cost of Living & State Finances
Media
12.4%
Social
3.9%
Transport & Infrastructure
Media
8.5%
Social
3.2%
Parties
Liberal
Media
67.9%
Social
46.2%
Labor
Media
68.0%
Social
44.5%
One Nation
Media
42.6%
Social
51.9%
Greens
Media
11.6%
Social
11.6%
Nationals
Media
3.5%
Social
2.5%

One Nation is punching above its media weight online, drawing a bigger share of social conversation than news coverage. Campaign & Election Process is a bigger talking point in public conversation than it is in the news.

4. Party Share of Conversation

Combined share of media + social mentions this week — attention, not polling

1Liberal
32.3%
2Labor
31.8%
3One Nation
27.0%
4Greens
6.6%
5Nationals
1.7%
6Libertarian
0.6%

Shares add up to 100% of the six parties shown. Share of conversation measures how much each party was mentioned across media and social this week, not polling, voter intention or electoral support.

5. Top candidates this week

Ranked by combined media + social mentions · share of mentions among the five candidates shown

1Jess Wilson
Liberal · Opposition Leader
42.5%
2Ben Carroll
Labor · Premier
34.8%
3Warren Pickering
One Nation · One Nation leader
14.1%
4Ellen Sandell
Greens · Greens leader
5.3%
5Amanda Dow
Liberal · candidate for Yan Yean
3.3%

Mentions measure attention, not popularity, approval or electoral prospects.

6. Election issues

Top themes this week

Top themes this week, media + social combined · share of mentions among the four themes shown

1Campaign & Election Process
64.2%
2Government Integrity & Accountability
13.4%
3Health & Hospitals
11.8%
4Cost of Living & State Finances
10.5%

What's inside each topic?

The specific stories driving each theme above, as a share of that theme's own coverage

Campaign & Election Process
Polling and vote intention
9%
Leaders' debate arrangements
7%
Personal attacks
6%
Preference deals
3%
Government Integrity & Accountability
Government transparency pledge
11%
Pickering abuse allegations
8%
One Nation costings refusal
5%
Airport rail corruption allegations
2%
Health & Hospitals
Dental clinics pledge
44%
Regional health gaps
10%
Regional health wait times pledges
2%
Hospital ED expansion pledge
1%
Cost of Living & State Finances
Business Council ranking criticism
23%
State debt and revenue downgrade
8%
Meghan Markle security funding
1%

What's driving conversation about each party?

Each party's top issues in social conversation this week

Labor
1Government Integrity & Accountability
2Health & Hospitals
3Transport & Infrastructure
Liberal
1Government Integrity & Accountability
2Health & Hospitals
3Crime & Community Safety
Nationals
1Transport & Infrastructure
2Crime & Community Safety
3Emergency Services & Disasters
Greens
1Government Integrity & Accountability
2Cost of Living & State Finances
3Housing & Planning
One Nation
1Government Integrity & Accountability
2Crime & Community Safety
3Health & Hospitals

7. Top election promises

This week's most-covered costed pledges, media + social combined

Labor
Labor Doubles Pledge to 20 Free Dental Clinics Statewide
222 media · 28 social
$230 million
One Nation
One Nation Pledges Transparency While Refusing to Release Policy Costings
165 media · 73 social
Nationals
Coalition Pledges $200M for CFA Fire Trucks and Stations
122 media · 19 social
$200 million

8. Where the coverage came from

Media type and social platform split this week

Media type
3,649
Online News69%
AM Radio10%
Newspaper9%
TV7%
Other (FM Radio, Magazine)5%
Social platform
3,922
X69.6%
Facebook21.9%
Instagram3.1%
TikTok2.7%
Forums1.7%
Threads0.6%
Blogs0.5%

Top outlets: 3AW, News24, ABC Radio Melbourne
Most active accounts: JackLit10200548, Commoncents21, Dedicatedlyfirm

9. Issues to watch

What communicators should keep an eye on next week

  • Monitor the debate's impact on leader credibility, as the four-way format could elevate minor parties and reshape voter perceptions of competence, forcing communicators to prepare for a more fragmented narrative landscape. Watch for post-debate polling shifts and which leaders' styles resonate on key issues like cost of living.
  • Track how business groups respond to Victoria's 'worst for business' ranking, as parties will face pressure to address economic confidence in their messaging. Look for new policy announcements aimed at reversing this perception and any attempts to link it to government integrity debates.
  • Assess the fallout from candidate controversies, as One Nation's social media scandal and the assault charge could test party discipline and public trust. Watch for how each party manages these reputational risks and whether they shift focus back to core policy pledges like health and infrastructure.


If you want to find out more about how Isentia can help you understand the Victoria state election media landscape, please reach out to us here.

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Blog
Victoria State Election 2026: Debate Deal, One Nation Strong Online, Campaign Process Leads

What shaped the Victorian election 2026 conversation, 26 Oct–2 Nov: a four-way debate deal, One Nation strong on social and campaign process in the lead.

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How do I navigate aged care in Australia? How easy are government services to deal with? How well supported are people with disabilities? These are big questions about life in Australia, and many people now put them to an AI tool before they visit a website, pick up the phone or speak to anyone. They rarely mention a government agency by name, yet the answer they get still shapes what they believe about the services behind it: whether the system works, who is responsible and whose information they can trust. That is reputation taking shape, in a conversation no communications team is part of.

To see how that plays out, we used Your Prompts, a new feature in Isentia's AI View, to track how leading AI models answer these questions. Here's what we found, whose information the models used, how each model goes about sourcing its answers, and what it all means for public-sector communicators.

Starting with the question

Most AI visibility tracking starts with an organisation's name. Your Prompts lets you set your own questions, which gives public-sector teams a much wider view of their reputation. People rarely ask an AI tool about an agency by name; they ask for help with whatever problem is in front of them, whether that's getting a parent into aged care or working out what support is available for a carer. Or they ask something bigger, such as how well the country looks after older people.

We tracked six sets of questions across leading AI models, covering the things people deal with at different stages of life: finding their way around government services, getting older, living with disability and caring for someone, raising a family, staying healthy, and making ends meet. For this article we focused on three of them: access and navigation, aged care, and disability and carers. These are the moments when people depend most directly on the government, which means a wrong or incomplete answer can have real consequences for someone trying to get help, and can colour how they feel about the system as a whole.

We compared answers from ChatGPT, Claude, Gemini, Perplexity and Google AI Overview, looking at what each model said, which sources it cited and which organisations it named. The questions were set up for tracking rather than drawn from a survey of what the public actually asks, and the findings reflect a single point in time, using the latest data from 27 October 2026. Even so, the patterns in how AI finds and presents information about public services were clear and consistent.

How easy are government services to deal with in Australia?

We asked this alongside a second question: how well government support reaches the people who need it. Most models landed on a similar view: digital services work well for simple tasks, while complex cases, phone contact and people in vulnerable situations are where things get harder. The more interesting part is where that view comes from. The models formed it largely through oversight bodies, with the national audit office's findings carrying particular weight.

Government's own voice only came through when a model cited official pages, as when one model described digital services as a major strength, using a government website as the source. In other words, when AI assesses how the government is performing, it largely takes the word of the ‘referees’. Owned content can earn you a line in the answer, but auditors, commissions and advocates write most of the scorecard. For reputation, that gives an audit finding a second life. Well after the news cycle moves on, it can still be part of the answer people get when they ask how the government is doing. That brings us back to a question we raised in our article on AI visibility for government agencies: is your organisation still seen as the main authority on its own services?

How do I navigate aged care in Australia?

Almost every model named government services as the place to go for financial assessments, payments and in-person help, and the tone was neutral to positive. One model went as far as recommending that people complete a means assessment early so they don't end up paying more than they need to.

The catch is that the agencies people were being sent to were rarely the source of that information, which mostly came from other government portals and guides written by aged care providers and advocacy groups. In one answer, even an agency's own contact details were taken from a seniors' advocacy group's website. Being named in an answer, then, is quite different from being its source. It builds recognition, but someone else is setting people's expectations of what they'll find when they get there, and if that guide is out of date, it's the service they feel let down by.

Zoom out to the bigger question of how well Australia looks after older people, and the agencies that were the first port of call in the practical answers didn't appear at all. These answers were framed by the Royal Commission into Aged Care Quality and Safety, which concluded in 2021, with most models opening on its findings and some giving them more weight than the reforms that followed. This is the reputational point that's easiest to miss: the practical question tells people where to go, while the big question tells them what kind of system they're dealing with. As we covered in why content freshness matters for AI visibility, old stories have a habit of shaping AI answers long after the facts have moved on.

How well supported are people with disabilities in Australia?

The models discussed income support payments without naming the agency that delivers them, focusing instead on the NDIS and the gaps in support. That said, not every absence is a problem. Some questions genuinely aren't about a particular organisation, so it makes sense for it to sit them out. The useful distinction for communicators is between a relevant absence, where the question simply isn't about you, and a missed opportunity, where your work is being discussed and you aren't getting the credit. Repeated across enough answers, a missed opportunity leaves people with a picture of support that doesn't include the people delivering it.

Questions about caring for someone played out differently. Every model gave almost the same answer and pointed people to the same national carer support service. When official information is clear and consistent across agencies, peak bodies and support services, AI repeats it faithfully. There was one notable exception, where a model explained the government's carer payments using a blog from a private company that sells personal medical alarms. The information was mostly accurate, but it shows how far an explanation can travel from its original source. The good news is that consistency across your wider network really does pay off: when the organisations around you describe your services the way you do, AI is more likely to get them right, and that shared story becomes part of your reputation.

Why each model tells the story differently

Across all three categories, each model showed clear habits in the sources it reached for. We can see what each one cites, even if we can't see exactly how it decides, and the patterns are consistent enough to act on. In practice, your reputation can look different depending on the tool someone uses. These habits also build on what we found when we looked at how different LLMs represent your organisation.

ModelWhere it gets its informationExample from our researchWhat it means for communicators
ChatGPTOfficial statistics, audit reports and formal reviews. It pairs almost every claim with a figure or finding, much like a policy analyst writing a briefing note.When asked whether government support reaches people in need, it built its answer around the national audit office’s findings. It was also the model most likely to cite the website of the agency delivering a service.Oversight reports shape how ChatGPT judges your performance, while your own pages shape how it describes what you do.
ClaudeThe widest mix of sources, including advocacy groups, provider guides and commentary alongside government material. It tends to explain the reasons behind an issue and present more than one side.When describing the Royal Commission’s “national disgrace” finding, it relied mostly on second-hand accounts of the report, such as Wikipedia and a private aged care provider’s website.The organisations that retell your story effectively become your spokespeople.
GeminiUniversity research and international bodies such as the OECD, drawn from Google’s broad index of academic platforms, video and international sources.On aged care, it drew on an overseas policy institute’s summary of Australia’s new aged care legislation.Published research and evaluations carry real weight, as do secondary sources describing your work, wherever in the world they are published.
PerplexityThe most recently updated pages, quoted closely. It is built around live search with visible citations, so it favours recent, easy-to-access pages.On access to services, it quoted a government corporate plan published only weeks earlier.This is where keeping your own content current pays off fastest.
Google AI OverviewA small number of sources, summarised briefly, because it is designed to give a quick answer at the top of search results.On disability support, it relied mainly on the scheme’s own website and summarised criticism in general terms, without naming who made it.The few sources it chooses carry a lot of weight, so clear, well-structured official pages give you the best chance of being one of them.

One question, several versions

Put together, the same question can produce an audit-style answer, an advocacy-informed analysis, a research summary or a current snapshot, depending on which tool someone happens to open. Two people asking the same question can come away with quite different impressions of the same service. There's no single AI view of an organisation to manage, because each model has its own sources and each needs a slightly different approach.

Zooming out: how these answers add up to reputation

Look at any one of these answers and it can seem like a visibility issue. Put them together and it's a reputation issue. For public-sector organisations, reputation has always been about more than what's said about you by name. It rests on whether people believe the system works, know where to turn and trust what they're told, and those impressions are now forming in AI answers, one question at a time.

Across these questions, four things shaped the impression an answer left:

  • Who gets named. Whether you appear when your work is being discussed, and get the credit for it.
  • Who does the explaining. Whether people hear how your services work from you, or from a provider, an advocate or a company blog.
  • Who acts as referee. Whose assessment of your performance gets repeated as the verdict.
  • Which story sets the frame. Whether the answer opens on where things stand today, or on a finding from years ago.

None of this shows up if you only ask AI about your organisation by name. You see it when you ask the questions your audience is asking. And it matters, because AI is now one of the main places where people go for information about the things that matter to them.

What this means for public-sector communicators

Government organisations can't control what AI says, but they can do a lot to influence the information it draws on, and with it the reputation that forms around them. Five practical steps came out of this research.

  • Track the big questions, not just your name. The most useful insights came from questions about services and real-life situations rather than about any one organisation, so start with what your audience is trying to do or understand, and check what AI is telling them.
  • Work with the bodies that assess your performance. Auditors, commissions and advocates shape how AI judges your work, so respond to their findings publicly and make sure your progress is recorded in the sources they, and AI, rely on. That way an old finding doesn't have to stand alone.
  • Support the organisations that explain your services. Sister agencies, peak bodies, providers and advocacy groups often explain your services for you, so give them clear, current information to work from. As we found in our analysis of Tier 1 and Tier 2 media in AI answers, specialist and niche sources often matter more to AI than their profile suggests.
  • Keep practical information clear and up to date. Plain-language pages on eligibility, processes and how to get help are what AI repeats when people ask how to do something. Organisations that deliver services directly rely on this more than most, because outdated information can lead someone to miss out on support they're entitled to.
  • Check answers across several models regularly. Each model uses different sources, so one model's answer is a poor guide to the others, and because answers shift as new content is published, regular tracking shows whether your updates are reaching the sources AI uses.

Whose information is AI using?

AI is already answering big questions about life in Australia, whether or not the public-sector organisations involved are part of the conversation. This research shows that an organisation can be mentioned often and still have surprisingly little say in how its services are described or how its performance is judged, with other organisations doing much of the explaining and each AI model weighing those voices differently.

For communicators, the job is to understand that wider network of sources and make sure accurate, current information runs through all of it. It's worth asking what AI says about your organisation. It's just as worthwhile asking what AI says when nobody mentions you, and whose information it's using to say it. That's where much of your reputation is now taking shape.


Want to see what AI tells people about the questions that matter to your audience? Get in touch about AI View.

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How do LLMs represent public services to the public they serve?

Learn how AI cites government organisations, whose sources shape its answers on public services, and what public-sector communicators can do about it.

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