AI companions have emerged as one of the many manifestations of the generative AI boom – although it’s been a particularly niche and divisive one. While some have expressed concerns about the impact of these virtual companions, some studies have indicated that these tools can help alleviate loneliness and provide emotional support.

But what do consumers feel? New YouGov data reveals that while younger consumers are more familiar with such technologies, overall comfort in forming deeper connections with them remains limited.

Awareness is highest among younger adults

Fewer than one in seven consumers overall say they are very (2%) or somewhat (12%) familiar with AI-based companions. But this figure rises significantly among younger folks (18-34-year-olds) where more than a quarter (26%) express familiarity. By comparison, just 12% of those aged 35-54 and 8% of those aged 55+ say the same.

Still, a majority in every age group say they are “not at all familiar” — 43% among younger adults, 56% among 35–54s, and nearly seven in ten (69%) among the 55+ audience.

Comfort levels remain modest across all demographics

When asked how comfortable they would feel forming a long-term connection with an AI companion, two-thirds of consumers (75%) say they would be uncomfortable, with 55% saying they would be “very uncomfortable” and 20% “somewhat uncomfortable.” Younger adults, who are more likely to be familiar with AI companions, also have an increased tendency than other groups to say they would be very uncomfortable (60%) forming a long-term connection with these programmes.

But this doesn’t mean that increased familiarity is the cause of the increased unease about AI companions – in fact, among Brits who are familiar with AI companion technology, more than a third say they would be comfortable about getting into a long-term association with an AI companion (35%).

Overall, only 14% of Brits say they would be comfortable to any degree — a figure that barely shifts across age groups.

Task-focused roles appeal most to potential users

Among those willing to consider using an AI companion for any purpose, the strongest interest lies in functional roles. Task assistance or productivity emerges as the most cited reason (52%), followed closely by learning or skill development (50%). The latter demonstrates broad appeal, scoring fairly evenly across age groups. Entertainment or fun is a third area of interest (37%), though here the age pattern flips, with younger adults less likely (30%) to cite it than middle-aged (42%) and older respondents (38%).

More emotionally oriented uses rank much lower on the list. Emotional support or companionship is chosen by just 9% of potential users overall, though it gains modest traction among 18–34s (15%).

When asked which single type of AI companion they would be most interested in, more than half of potential users (52%) choose an AI assistant for daily tasks — a preference particularly strong among 18–34s (59%) and 35–54s (58%), but lower among those 55+ (41%). The next most popular choices are an AI mentor or coach (23%) and an AI creative partner (17%), with modest interest in an AI friend for casual conversation (10%) or virtual pets (7%). Romantic partnerships with AI remain a niche interest at just 2% overall. Around one in six respondents (17%) are unsure what type they would choose.

Privacy and trust top the list of concerns

Data privacy and security is the most common concern, cited by 65% of consumers. Accuracy of information (57%) and the potential to replace human interactions (52%) also weigh heavily. Ethical considerations are more prominent among younger respondents (54% of 18–34s) than older ones (37% of 55+).

Emotional dependency is another key worry — half of younger adults raise this as a concern, compared to just under a quarter of those 55+ (23%). Only 3% of Brits say they would have no concerns at all.