Britons see uses for AI in financial services—but not for advice

Key findings:

• 50% of Britons believe financial providers are using more AI now than a year ago.
• Just 19% are comfortable receiving AI-generated financial advice.
• Only 15% believe AI services from financial providers act in their best interests.
• 83% say having human support when choosing a provider is important.
• 61% would consider switching providers if human support were removed.
• Fraud detection and 24/7 support are the most welcomed AI applications.

As artificial intelligence becomes more embedded in financial services, the British public appears to be drawing a clear line: operational efficiency is welcome, but financial advice is best left to humans.

New YouGov research shows that while half of UK adults say AI is more widely used in financial services now than a year ago, far fewer are comfortable with AI taking on advisory or decision-making roles.

AI adoption is on the rise—but not trust in its advice

Half of Britons (50%) say they’ve noticed an increase in the use of AI by financial providers over the past year. But that increase in visibility hasn’t come with increased comfort—particularly when it comes to receiving financial advice.

Only 19% of respondents say they are comfortable receiving advice generated by artificial intelligence, while 60% are uncomfortable. The data shows clear divides by age and gender, with younger consumers more open to AI than their elders and men more than women.

Low confidence and trust explain the resistance

Behind the discomfort lies a broader lack of trust in AI’s capabilities and intentions. Fewer than one in five Britons (19%) say they are confident that AI can help make the right decisions when it comes to finances. A majority (53%) are not confident.

Similarly, only 15% agree that AI-driven services from financial providers act in customers’ best interests, while nearly half (49%) disagree and the largest group (31%) said they “strongly disagree” that AI-driven services will act in their best interests. These perceptions reinforce the view that while people may accept AI in limited, supportive roles, they’re reluctant to rely on it for anything that involves judgment, ethics, or strategic planning.

Where AI can help: secure, seamless, supportive

Despite low trust in AI’s decision-making and intentions, Britons do see areas where it can meaningfully improve financial services. According to the survey, the most widely accepted use cases are fraud detection, identity protection, and 24/7 customer service.

Support drops off when it comes to tasks such as financial planning or education—further underscoring the public’s preference for AI to operate in the background, rather than as a front-line advisor.

Human support remains non-negotiable

If there’s one thing the data makes clear, it’s that Britons want people involved in their financial decision-making process. A large majority—83%—say having human support available is important when choosing a financial services provider, with 59% saying it’s “extremely important.” Consumers do not want to be abandoned completely to the robots.

For many, the presence of human support is a potential deal-breaker: 61% of respondents say they would be likely to switch to another provider if their current financial institution removed human support and became fully digital.

For financial service providers investing in automation, the message is clear: use AI to enhance, not replace. Many Britons appear willing to accept its role in improving speed, security, and access. But when it comes to financial advice—something deeply personal and trust-based—the public draws a firm boundary. A hybrid approach that maintains meaningful human contact may be the most effective way to innovate without losing customer confidence.

Methodology:

YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on October 10, 2025, with a nationally representative sample of 2,158 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.