1 in 6 Brits have used AI for investing advice and stock tips

1 in 6 Brits have used AI for investing advice and stock tips

• 2 in 5 Brits (40%) have used AI for personal finance advice.
• Two-fifths (62%) of generation Z and 2 in 3 millennials (65%) have either used or would consider using AI tools for investing and stock market tips.
• 15% of Brits have used AI tools for tips and advice on cryptocurrency.

2 in 5 Brits (40%) have used a generative AI tool such as ChatGPT or Gemini for personal finance advice, according to research by personal finance comparison site Finder. That’s an estimated 21.3 million people in the UK.

This includes 1 in 6 Brits (16%) who have used AI tools for stocks and shares tips or other investing advice, and 15% of Brits who have used it for tips and advice relating to cryptocurrency.

The younger generations are likely to look to AI for investing advice

The research found that two-fifths (62%) of generation Z, aged 18-28, and 2 in 3 millennials (65%), aged 29-44, have either used or would consider using AI tools for investing and stock market tips. This includes more than a quarter (28%) of generation Z and a third of millennials (34%) who have already turned to AI for investing advice.

This number falls significantly among the older generations. Only 6% of generation X, aged 45-60, and 3% of baby boomers, aged 61-79, have used AI for investing-related queries.

Budgeting is the most popular use for AI in personal finance

1 in 5 (19%) UK adults have used AI to make a personal budget, while another third (31%) would consider using it for this purpose, making it the most common finance-related reason for using AI tools.

Side hustles were another popular area of advice – 18% of Brits have used AI tools to get tips on managing on starting a side hustle, whether that’s selling items online, freelancing, tutoring or something else.

Brits have also been turning to AI for help with understanding their credit score, and tips on how to improve it, with 17% doing so. Close behind is help and advice with savings, which just under 17% of Brits also used AI tools for.

George Sweeney DipFA, personal finance and investing expert at Finder, said:

“The fact that people are turning to AI for investment tips and advice isn’t surprising and only further highlights the importance of bridging the financial advice gap, an area the FCA is currently looking closely at. In the interim, AI is influencing millions of Brits looking to build long-term wealth, and providing a level of unqualified investment advice.

“Although investing is more accessible than ever – and an area more people should be exploring – it is slightly alarming to see that 1 in 6 Brits are turning to US-built LLMs designed to serve the masses and not provide tailored advice.

“Ordinary people could run into trouble if they start investing without a clear understanding of their own goals, time horizon, and risk appetite. Sadly, ChatGPT can’t decide the answers to these sorts of questions for you. When investing, you could end up with less than you put in if you don’t manage things appropriately, and a lack of initial understanding could have a knock-on effect that impacts people’s pensions and other long-term savings.

“Don’t take ChatGPT tips as sacrosanct – it’s a useful tool but you must combine it with your own research and compare your options or consult a qualified financial advisor before making any important, long-term decisions with your investments.”

Methodology:

Finder commissioned Censuswide between 26 and 30 June 2025 to carry out a nationally representative survey of adults aged 18+. A total of 2,000 people were questioned throughout Great Britain, with representative quotas for gender, age and region