Half of Brits Would Use AI for Financial Advice, Poll Reveals
A comprehensive new survey has uncovered that half of British adults would consider using artificial intelligence for financial advice, including strategies for saving money, reducing household bills, and setting financial goals. The research, commissioned by Post Office and conducted by OnePoll, surveyed 2,000 adults across the United Kingdom to understand changing attitudes toward financial guidance in the digital age.
Generational Divide in Financial Advice Seeking
The poll reveals significant generational differences in how Brits approach financial advice. While 27% of respondents feel comfortable discussing money matters with colleagues, indicating workplaces are becoming important spaces for financial conversations, older and younger generations show contrasting preferences. Notably, 29% of Baby Boomers expressed discomfort talking about finances with friends, compared to just 18% of Generation Z and 17% of Millennials.
When it comes to seeking advice, Generation Z leads the charge in embracing digital solutions. More than a third (35%) of Gen Z respondents turn to online search engines for financial guidance, while 31% specifically use AI tools like ChatGPT or Google AI. This contrasts sharply with only 3% of Baby Boomers who would consult AI for financial advice.
AI Versus Human Financial Advisors
The research found that one in ten Brits (13%) would actually prefer to receive financial advice from AI rather than a human advisor. Among those who favor AI guidance, 30% cited avoiding judgment as their primary reason for choosing artificial intelligence over human interaction. Interestingly, 19% of Generation Z respondents claimed large language models have been more helpful when seeking money tips than traditional financial advisors (16%) or banks (13%).
Meanwhile, older generations maintain greater trust in established financial experts. The survey showed that 42% of Millennials and 38% of Baby Boomers place their confidence in saving experts like Martin Lewis, founder of Money Saving Expert, rather than emerging AI technologies.
Healthy Financial Habits Across the Nation
Despite varying approaches to seeking advice, Brits have developed several positive financial habits. The poll revealed that 53% of adults track their monthly expenses regularly, while 52% have established emergency funds. Additionally, 49% actively avoid impulse purchases, demonstrating widespread awareness of basic financial management principles.
Ross Borkett, Financial Services Director at Post Office, commented on the findings: "Historically, Brits have shied away from talking about money, but that's changing. People are now turning to friends, family, colleagues, online forums, or even AI for advice. This shows a growing awareness of the importance of saving and smart financial habits."
Practical Saving Strategies and Challenges
The research also collected practical financial advice from respondents, including popular saving mantras like "Can't pay today? You have to walk away. Save for tomorrow, you won't have to borrow." Many participants shared practical tips such as avoiding unplanned spending and following structured budgeting methods like the "40-30-20-10" framework for money management.
Despite these positive habits, Borkett noted a significant challenge: "A third of respondents have found it difficult to save any money over the last 12 months. Wherever you're getting your guidance, the most important thing is that you're building your savings sustainably and securely."
He emphasized the importance of developing consistent habits: "Forming healthy habits, like tracking your outgoings or setting aside money regularly, can make a real difference. At Post Office, our online savings accounts are designed to be simple and flexible - you can start with as little as £1 and manage your savings at your own pace. We want to make saving straightforward, so everyone can feel confident about taking control of their finances."
Top Sources for Financial Advice
The survey identified the ten most popular sources Brits turn to for financial guidance:
- Friends or family
- Savings experts (e.g., Money Saving Expert)
- Financial advisors
- Banks
- Online search engines (e.g., Google)
- Government websites (e.g., Gov.UK)
- AI tools (e.g., ChatGPT, Copilot, Gemini, Google AI)
- Work colleagues
- Independent financial blogs or podcasts
- YouTube
The research highlights how traditional sources like friends, family, and established experts remain important, while digital platforms and artificial intelligence are rapidly gaining ground, particularly among younger generations who are reshaping how financial advice is sought and delivered in modern Britain.
