UK savers who act on financial advice from artificial intelligence invest an average of £2,354.60, according to new research from insights and analytics group STRAT7.
The study of 1,000 UK adults found that Gen X investors who use AI for guidance commit the largest sums, with average AI-driven investments of £3,104.10. Boomers who use AI invest an average of £3,098, while Gen Z and Millennials invest £2,190.50 and £2,202.80 respectively.
The findings indicate that AI tools are now a regular feature of personal finance decisions. STRAT7 reported that 55% of UK adults use AI platforms such as ChatGPT, Perplexity and Google Gemini for financial advice at least some of the time.
Adoption is highest among younger adults. Use rises to 81% among Gen Z and 80% among Millennials. One in seven Gen Z respondents, or 14%, say they use AI to answer all of their financial questions.
AI's growing role
The research suggests AI is starting to sit alongside more established guidance channels. One in ten people who use AI for financial guidance said they now go to AI platforms first when seeking financial advice. More than a third, or 36%, use AI specifically to obtain advice on how to manage their budgets.
The results point to a shift in how younger savers approach financial information. STRAT7 said the data shows higher AI usage among younger groups, but with older users who do turn to AI committing larger investment amounts on average.
Sue van Meeteren, Co-founder of STRAT7 Jigsaw, said generative AI is becoming an important part of the financial advice landscape for younger savers and investors.
"The financial services industry can't underestimate the impact of generative AI as a tool for advice and guidance, especially for younger savers and investors," said Sue van Meeteren, Co-founder, STRAT7 Jigsaw.
She linked this trend to wider pressures on traditional wealth-building routes.
"If traditional investments like home ownership are seen as out of reach for younger people, control over other investing channels will become more important than ever. It's no surprise that people are looking to AI for low-cost advice, and traditional FS brands need to take note if they don't wish to become sidelined by this audience," said van Meeteren.
Traditional channels hold
Despite rising AI use, the study found that more conventional sources still dominate as primary reference points for money decisions. Banks' websites remain the most influential source of financial guidance, used by 81% of respondents.
Family members are the second most used source at 76%. Consumer finance site Money Saving Expert follows closely at 75%.
Social media ranks lower. Only 40% of respondents say they use social media for financial guidance. YouTube and Facebook were the most used platforms among social media sources.
Younger groups still favour traditional channels for core financial queries. Among Gen Z, 87% use banks' websites for guidance and 83% speak to family members. Among Millennials, 89% rely on banks' websites and 85% consult family.
Money Saving Expert has broad reach across younger users. The study reported that 81% of both Gen Z and Millennials use the site for advice.
Trust and satisfaction
The research explored how satisfied people feel with different sources of guidance. Banks' websites and Money Saving Expert were the sources that left users feeling most satisfied with the outcomes. In each case, 78% of users said they were satisfied with the advice they received.
Levels of satisfaction with newer channels were lower. Two-thirds, or 67%, of users said they were satisfied with investment advice received from AI sources. A similar 65% reported they were happy with advice from social media.
STRAT7 said the results highlight different roles for each type of financial guidance. Van Meeteren said respondents valued a mix of tools, personal trust and clear information.
"The research highlights that people are seeking three core elements in their financial advice: self-service tools such as bank websites; emotional trust and advice based on lived experience, which they get from family members; and high quality, objective guidance in layman's terms - hence the appeal of Money Saving Expert," said van Meeteren.
The study also suggested that financial services firms have scope to use their existing platforms in broader ways. The findings show that traditional channels retain high usage even among digitally native groups, although AI and social tools are gaining ground as supplementary sources.
Van Meeteren said the results challenge assumptions about where firms should focus their engagement with younger customers.
"Financial firms and banks should not assume that emerging channels are the only way to capture the attention of younger audiences, because the traditional channels are clearly alive and well with customers of all ages," said van Meeteren.
"What people need most is tailored, personalised education and guidance to ensure that they're making the best possible financial and investment decisions, no matter their circumstances. They want to know what's in it for them," said van Meeteren.