TL;DR: Most Brits using generative AI like ChatGPT are fine with ads if it keeps tools free. Two-thirds (66%) are open to ads, while only 21% prefer paying to avoid them. Trust grows with use but concerns about accuracy, privacy, and bias remain. ChatGPT leads, but Gemini and Copilot are growing. Generative AI is already part of how Brits research what to buy — ads just need to be clear, relevant, and non-intrusive.

As generative AI platforms work to turn product-market fit into profitability, YouGov's latest data suggests that ads might not be the disruptive force some fear them to be. For many users, advertising isn't a dealbreaker — it's an acceptable trade-off for continued access. In a landscape where monetisation is still taking shape, that signals a clear commercial runway.

This research focuses on British adults who reported using generative AI tools such as ChatGPT, Gemini, Perplexity or Grok within the past three months — a group that makes up 47% of the nationally representative sample. Another 12% said they had used these tools before but not in the past three months, while 38% had never used them. Unless otherwise stated, the figures in this article refer to that actively engaged 47%.

Users are open to ads — especially if it keeps access free

According to our findings, a fifth of recent AI users (21%) say they would be open to seeing ads if the tool remains free to use. Another 45% express conditional openness, saying their decision would depend on how intrusive the ads are.

Just 21% say they would rather use a paid or limited version to avoid ads entirely. Notably, this openness is rooted in context — 82% of users currently access generative AI tools through a free or basic tier. In that light, advertising becomes a potential value exchange rather than a compromise.

AI use is habitual — and intentional

While many AI users still fall into the light or casual use category, frequency is increasing. Nearly half say they use AI less than once a week (47%), but a further 34% report using it between one and five times a week. Over one in ten — say they use it six times or more in a typical week (14%).

The most common personal use involves getting quick answers or conducting lightweight fact-finding (46%), but writing support is close behind — whether that means editing, rewriting, or drafting messages (44%).

A significant share of users turn to AI to help them build new skills or study difficult concepts (19%). Other common uses include sparking creative ideas (19%) and staying organised in daily life (16%). What’s evident is that people aren’t just playing with AI — they’re making it part of how they learn, communicate, and manage time.

Motivations centre on speed, insight and inspiration

The top motivator is efficiency, with just over half saying they use AI to save time or effort (53%). But efficiency isn’t the only draw. Around 35% say they use AI to simplify or complete complex tasks, and 32% say it helps them learn or understand new things. For many, the experience itself is part of the appeal — 30% use AI for fun, entertainment or curiosity.

Creative use is also significant, with 28% turning to AI to generate ideas or content. Meanwhile, 26% say they use it to get better or more accurate information, and 21% use it to receive personalised advice or recommendations. Less that a tenth (8%) say they use AI for emotional support, reflection or mental clarity.

Users are building trust — but not without reservations

Trust in generative AI is still evolving, but it’s already more robust than some might assume. Among all users, 35% say they “somewhat trust” the output provided by AI, while 8% express complete trust. An additional 33% say they trust it only a little, 18% report a neutral stance — neither trusting nor distrusting — and 7% say they don’t trust it at all.

What’s particularly interesting is how trust shifts as usage intensifies. Among those who use AI more than six times a week, over half (51%) say they somewhat trust the output and 8% say they completely trust it. That compares with just 23% and 1%, respectively, among those who use it less than once a week. In that same light-user group, distrust is more pronounced — 11% say they do not trust the output at all, while only 2% of frequent users feel the same.

These differences suggest that trust in generative AI may be, in part, a function of familiarity.

Accuracy of information stands out as the top concern, cited by 57% of users. Privacy and data security follow closely at 45%, while 34% point to ethical concerns such as misinformation or bias. Some users are also wary of becoming over-reliant on these tools (33%) or frustrated by a perceived lack of transparency (21%). These concerns are not just footnotes — they’re important signals for advertisers and platforms alike as they navigate how to design respectful and trustworthy ad experiences.

AI is already part of the purchase journey

Although most people still turn to traditional sources when researching products or services, generative AI is already making inroads. Search engines remain dominant, with 81% of all adults using them for product discovery.

Brand or retailer websites (48%) and social platforms like YouTube, TikTok and Instagram (38%) are also heavily used. But notably, 18% of respondents — across the full nationally representative base, not just AI users — say they use generative AI platforms such as ChatGPT or Gemini to help them make purchase decisions. That figure is particularly striking given the relatively recent rise of these tools and suggests they’re already carving out a space in the customer journey.

ChatGPT dominates — but the ecosystem is diverse

When it comes to which tools consumers are actually using, ChatGPT clearly leads the pack. Around two-thirds of users say they’ve used it for personal tasks, placing it well ahead of competitors. Google’s Gemini comes next, with just over a quarter of users reporting engagement, followed closely by Microsoft’s Copilot. Smaller shares of users report using visual AI platforms such as DALL·E or Midjourney, or X’s Grok, indicating that while the ecosystem is diversifying, a handful of players still dominate.

What this means for advertisers

Consumers are signalling that they’re comfortable with monetisation models that reflect the value they derive from these tools, especially if it means continued access without a price tag.

For brands, this is an invitation to think about how they show up in AI spaces. There is already an audience. The next step is showing them something worth noticing.