Bold claim first: half of Brits would turn to AI for financial advice, signaling a major shift in how people seek money guidance. But here’s where it gets controversial… while AI can offer quick tips, would relying on machines erode personal judgment or trust in human experts?
A recent poll of 2,000 adults reveals that many Brits are exploring non-traditional avenues for financial insights. Besides AI, respondents also turn to blogs and podcasts (13%) and YouTube (12%). The data comes from a study commissioned by the Post Office, highlighting a broadening landscape for financial guidance.
Interestingly, 13% would rather receive financial advice from AI than from a person, with 30% saying they want to avoid judgment as the primary reason. Yet, a substantial 27% are comfortable discussing money with colleagues, suggesting that the workplace is increasingly a hub for money conversations.
There are demographic differences. Boomers (29%) feel more uneasy about talking money with friends than Gen Z (18%) and Millennials (17%). Across the population, many Brits have adopted solid money habits: tracking monthly expenses (53%), building an emergency fund (52%), and avoiding impulse purchases (49%).
Gen Z leads in seeking guidance online, with over a third looking to online search engines (35%). About 31% of young people use AI tools like ChatGPT or Google for financial advice, compared with only 3% of Boomers. Among the youngest group, 19% say AI has helped with money tips, surpassing traditional channels such as financial advisors (16%) and banks (13%). In contrast, Millennials (42%) and Boomers (38%) still place more trust in saving experts such as Martin Lewis.
When it comes to popular saving tips, respondents mention ideas like: if you can’t pay today, you may need to postpone purchases and save for tomorrow, budgeting before spending, and using the 40-30-20-10 framework to manage money.
Commentary from the field emphasizes a cultural shift. Ross Borkett, financial services director at the Post Office, notes that Brits historically avoided money talks, but that stigma is fading. People are increasingly turning to friends, family, colleagues, online forums, or AI for guidance. The takeaway is a growing awareness of saving and smart financial habits, even though a third of respondents struggled to save over the past year.
The researchers remind readers that the source of guidance matters less than whether the guidance helps build sustainable, secure savings and healthy habits, such as tracking spending and setting aside money regularly.
Top sources for financial advice, as identified in the poll, are:
- 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 (e.g., ChatGPT, Copilot, Gemini, Google AI)
- Work colleagues
- Independent blogs or podcasts
- YouTube
What do you think about AI as a financial advisor? Could it complement human experts, or might it replace the need for traditional guidance entirely? Do you trust AI to help you save, or do you prefer personal advice from a known mentor or advisor? Share your perspective in the comments.
