Nearly half of British adults now turn to artificial intelligence for help with their finances, according to a survey of 2,000 people commissioned by Post Office. The poll found that 50% would seek AI assistance for guidance on saving, reducing bills and setting financial goals.
Other popular sources of money guidance include independent blogs and podcasts (13%) and YouTube (12%). The research also revealed that 13% of respondents would prefer to get financial advice from an AI tool over a human, with 30% of those citing a desire to avoid judgment as the reason.
The workplace is also emerging as a key arena for money discussions, with 27% of respondents happy to talk to colleagues about their finances. Older adults appear less comfortable discussing money with friends, with 29% of Boomers expressing discomfort compared with 18% of Gen Z and 17% of Millennials.
Gen Z is leading the move towards new advice sources. More than a third (35%) of the youngest demographic seek advice from online search engines, while 31% use large language models such as ChatGPT or Google AI – a figure that falls to just 3% among Boomers. A fifth (19%) of Gen Z found LLMs more helpful for money tips than a financial advisor (16%) or a bank (13%). In contrast, Millennials (42%) and Boomers (38%) place their trust primarily in established savings experts like Martin Lewis.
The survey also highlighted healthy financial habits across the country, with Brits regularly tracking monthly expenses (53%), building an emergency fund (52%) and avoiding impulse purchases (49%). However, a third of respondents said they had found it difficult to save any money over the last 12 months.
Ross Borkett, Financial Services Director at Post Office, said: “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.” He added that wherever people get guidance, building savings sustainably and securely is important, and forming healthy habits like tracking outgoings can make a real difference. Some of the saving advice shared in the poll included practical tips like budgeting before spending and following the “40-30-20-10 method.”
