One in Ten Brits Prefer AI for Financial Advice Over Human Guidance
Brits are increasingly turning to Artificial Intelligence to help manage their finances, according to a new poll commissioned by Post Office. The research, which surveyed 2,000 adults, reveals that AI is becoming a go-to source for money management, with nearly half of all Brits (50%) now willing to use AI for financial guidance. This includes seeking advice on saving money, reducing bills, and setting financial goals.
Key Findings from the Poll
The poll highlights a significant shift in how Brits approach financial advice. One in ten people (13%) stated they would prefer to get financial advice from an AI tool over a human, with 30% of those citing worries about being judged as the primary reason. This trend is particularly pronounced among younger generations, while older adults show more reluctance.
Gen Z is leading the charge in embracing new advice sources. More than a third of this demographic (35%) seek advice from online search engines, and 31% turn to Large Language Models (LLMs) such as ChatGPT or Google AI. In stark contrast, only 3% of Boomers use these AI tools, indicating a generational divide in technology adoption.
A fifth (19%) of Gen Z even found LLMs more helpful for money tips than a financial advisor (16%) or a bank (13%). Meanwhile, Millennials (42%) and Boomers (38%) place their trust primarily in established savings experts like Martin Lewis, showing a preference for traditional sources of financial guidance.
Other Sources of Financial Advice
Beyond AI, Brits are utilizing a variety of platforms for financial guidance. The poll identified the top sources for seeking financial advice, which include:
- Friends or family
- Savings expert (e.g., Money Saving Expert)
- Financial advisor
- Bank
- Online search engine (e.g., Google)
- Government websites (e.g., Gov.UK)
- AI (e.g., ChatGPT, Copilot, Gemini, Google AI)
- Work colleagues
- Independent financial blogs or podcasts
- YouTube
Notably, 27% of respondents are happy to discuss finances with colleagues, highlighting the workplace as a key space for money conversations. However, older adults, particularly 29% of Boomers, expressed more discomfort discussing money with friends compared to younger generations (18% of Gen Z and 17% of Millennials).
Healthy Financial Habits Across the Nation
The poll also shed light on positive financial behaviors among Brits. Many are adopting healthy habits to manage their money effectively:
- 53% regularly track monthly expenses
- 52% are building an emergency fund
- 49% avoid impulse purchases
Despite these efforts, a third of respondents reported difficulty saving any money over the last 12 months, underscoring ongoing financial challenges for many households.
Expert Commentary and Practical Tips
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.”
He added: “This shows a growing awareness of the importance of saving and smart financial habits – but despite this, 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 - and forming healthy habits, like tracking your outgoings or setting aside money regularly, can make a real difference.”
Borkett also highlighted Post Office’s efforts to support savers: “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.”
The poll included practical saving advice shared by respondents, such as: “Can’t pay today? You have to walk away. Save for tomorrow, you won’t have to borrow,” and tips like planning or budgeting before spending, or following the popular “40-30-20-10 method,” a simple money management framework.
Conclusion
As AI continues to integrate into daily life, its role in financial management is expanding, particularly among younger Brits. While traditional sources like experts and banks remain trusted by older generations, the convenience and perceived anonymity of AI are driving its adoption for money advice. This shift reflects broader changes in how people discuss and manage finances, with a growing emphasis on digital tools and open conversations.
