UK savers are investing an average of £2,354.60 based on guidance from artificial intelligence platforms, according to new research from STRAT7. The findings reveal that 55% of adults now use tools such as ChatGPT, Perplexity, and Google Gemini for financial advice — rising to over 80% among Gen Z and Millennial respondents.
While uptake is highest among younger users, the study found that older groups invest larger sums. Gen X respondents reported average AI-driven investments of £3,104.10, while Boomers followed closely at £3,098.00. In comparison, Millennials averaged £2,202.80 and Gen Z £2,190.50.
The research, conducted by STRAT7’s insights division Jigsaw, examined the financial habits of 1,000 UK adults. One in ten respondents said they now turn to AI first for financial guidance, and more than a third (36%) use it to manage personal budgets.
Sue van Meeteren, co-founder of STRAT7 Jigsaw, said the shift could reshape how financial services approach customer engagement. “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,” she said. “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.”
However, while AI is becoming a mainstream resource, established sources still command greater trust. The study found that banks’ websites remain the most influential platform for financial advice, used by 81% of respondents, followed by family members (76%) and Money Saving Expert (75%).
Social media, by contrast, ranks far lower. Only 40% of respondents use it for financial guidance, with YouTube and Facebook the most trusted among those who do. Even among younger generations, fewer than half rely on social media for financial advice, while more than 80% continue to consult banks, family members, and Money Saving Expert.
Van Meeteren said the data reveals that people value a mix of authority, trust, and accessibility in financial guidance. “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,” she said.
Satisfaction levels reinforce this hierarchy. Banks’ websites and Money Saving Expert both scored 78% satisfaction among users, while AI sources scored 67%, and social media 65%.
Van Meeteren added: “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 they’re making the best possible financial and investment decisions.”
