AI Investing in the UK: Trends and Insights 2025

UK savers increasingly turned to artificial intelligence tools for investment guidance in 2025, according to new research, though traditional banks remain the dominant source of financial advice. The study, conducted by STRAT7, highlights the growing role of AI platforms in shaping investment behaviours while underscoring the continued influence of established financial institutions. AI investing in the UK is emerging as a key trend among younger savers, yet banks still exert the strongest influence overall.

The survey, which examined the financial and investment habits of 1,000 UK adults, found that 55% had used AI-powered tools such as ChatGPT, Perplexity, and Google Gemini at least occasionally over the past year. On average, these users invested £2,354.60 per person based on AI guidance. Despite this adoption, traditional sources continued to shape decision-making: 81% of respondents used bank websites for guidance, and 75% consulted MoneySavingExpert.

Generational differences were evident in AI adoption for investments. Gen Z invested an average of £2,190.50, Millennials £2,202.80, Gen X £3,104.10, and Boomers £3,098. While younger savers increasingly rely on AI tools, older investors tend to use them less frequently but with higher investment amounts. Notably, 14% of Gen Z respondents said they relied entirely on AI to answer all their financial questions, highlighting the rising significance of AI investing in the UK.

Sue van Meeteren, co-founder of STRAT7 Jigsaw, said, “The financial services industry can’t underestimate the impact of generative AI as a tool for advice and guidance. AI investing in the UK is becoming an important trend, especially among younger savers who seek low-cost, accessible tools alongside traditional advice.”

Regulatory changes may also reshape the landscape. The Financial Conduct Authority announced in December 2025 that high street banks will be able to provide advice on pensions and investments starting April 2026. This adjustment could strengthen the role of traditional banks, enabling them to compete more effectively with digital-first alternatives, including AI platforms and social media influencers.

Despite the rise of AI, trust remains anchored in conventional sources. According to STRAT7, the most influential and trusted financial guidance sources were:

• Bank websites, used by 81% of respondents
• Family members, consulted by 76%
• MoneySavingExpert, consulted by 75%

Social media and AI platforms, while popular, lag in perceived reliability. Only 40% of respondents used social channels for financial advice, and satisfaction with AI-driven guidance was 67%, compared with over 75% for banks and MoneySavingExpert. Even among younger audiences, traditional advice sources remain strong, with 87% of Gen Z and 89% of Millennials using bank websites, and over 80% consulting family or established experts. AI investing in the UKcomplements these sources rather than replacing them entirely.

Van Meeteren added, “People are looking for three things in financial guidance: accessible self-service tools, emotional trust from family, and high-quality, objective advice in clear language. AI investing in the UK fits into this ecosystem, but it has not overtaken traditional channels in influence or satisfaction.”

The study points to a hybrid approach. While AI adoption is rising, especially among younger generations, investors are combining digital tools with conventional guidance to make informed decisions. This demonstrates that AI investing in the UK represents a growing opportunity for platforms and firms to engage digitally savvy savers, while banks continue to dominate in trust and reliability.

Van Meeteren concludes: “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. 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. AI investing in the UK continues to influence young savers significantly.”