Brits are using AI more and more to help manage their money, new research shows. And while it’s convenient, many are also turning to AI for more personal reasons.
Nearly half of all Brits (50%) would now turn to Artificial Intelligence for help with their finances, seeking guidance on ways to save, ideas for reducing bills, and support for setting goals, according to a new poll commissioned by Post Office. The research, which surveyed 2,000 adults, found that AI is becoming a go-to source for money management.
Other online platforms the nation is using for financial guidance include independent blogs and podcasts (13%) and YouTube (12%). However, the workplace is also emerging as a key space for money discussions, with 27% of respondents happy to talk to colleagues about their finances.
One in 10 people (13%) said they would prefer to get financial advice from an AI tool over a human, with 30% saying they would do so because they worried about being judged.
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).
Gen Z is leading the charge in embracing new advice sources. More than a third of the youngest demographic (35%) seek advice from online search engines, and 31% turn to Large Language Models (LLMs) such as ChatGPT or Google AI—a number that drops significantly to only 3% for Boomers.
A fifth (19%) of Gen Z even found LLMs more helpful for money tips than a financial advisor (16%) or a bank (13%). In contrast, Millennials (42%) and Boomers (38%) place their trust primarily in established savings experts like Martin Lewis.
The poll also highlighted a number of healthy financial habits across the country, with Brits regularly tracking monthly expenses (53%), building an emergency fund (52%), and avoiding impulse purchases (49%).
Ross Borkett, Financial Services Director at Post Office said: “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 continued: “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.
“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.”
Some of the saving advice shared by those polled via OnePoll included, “Can’t pay today? You have to walk away. Save for tomorrow, you won’t have to borrow,” and practical tips like planning or budgeting before spending, or following the popular “40-30-20-10 method,” a simple money management framework.
TOP 10 SOURCES FOR SEEKING FINANCIAL ADVICE:
- 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
