In August 2019, Network Ten revealed that there are ARIA Music Awards winners, an MTV Award winner, Logie Awards winner, 'Hall of Famers', an Order of Australia recipient and a World Cup winner among the first season's competitors.
Some promotions for the first season featured the Spice Girls song Who Do You Think You Are. Coincidentally, the series' production company, Warner Bros. International Television Production Australia, has also produced seasons of Who Do You Think You Are? (2008) since 2016.
In March 2019 TV Blackbox shared leaked news that Network Ten would be producing a local series of the franchise.
The costumes were all designed by Academy & BAFTA award-winning designer Tim Chappel, who is well-known for also working on Priscilla, folle du désert (1994) with Lizzy Gardiner.
Due to COVID-19 pandemic and international travel complications Lindsay Lohan couldn't return to judge season 2. Urzila Carlson replaced her on the guessing panel.