Retail investors flock to AI tools, with usage up 45% in one year

• Adoption increased across all ages, experiences, portfolio sizes and genders
• Majority of UK investors (51%) expect prices of AI-related stocks to rise in 2025
• AI is one of the top two subjects UK retail investors plan to learn more about 

UK Retail investors are increasingly adopting AI tools to build their portfolios, with the percentage of those using them rising by 45% in just one year, according to the latest quarterly Retail Investor Beat from trading and investing platform eToro.

The research, which surveyed 1,000 retail investors across the UK, revealed that 18% now use AI tools to pick or alter investments in their portfolios, up from 13% a year ago. The proportion of investors across the world open to adopting these technologies remains stable at 39%, compared to 38% last year.

This trend in the UK spans generations, experience levels, portfolio sizes, countries and genders: more investors in every group are already using or open to using AI tools. Across generations, millennials are now the most likely to use these tools at 80% compared to 74% a year ago, surpassing Gen Z (79% vs 74%). Boomers, though still behind at 58%, have seen an increase from 32% in Q3 2024.

Retail investors bullish on AI stocks

The latest research from eToro also highlights that retail investors are not only ready to embrace AI tools but also remain bullish about the AI sector as an investment. The majority (51%) expect the price of AI-related stocks to increase in 2025, while 22% believe they will stabilize, and only 9% anticipate a decline.

AI, and digital transformation in general, top the list of long-term themes that retail investors consider when making investment decisions, cited by 27%, followed by growth of the global middle class (26%) and clean technology (26%) and then cryptoassets, digital payments (24%) and ageing population (24%).

Lale Akoner added: “Retail investors see AI not just as a tool but as one of the most powerful growth stories in the market. With over half expecting prices of AI stock-related stocks to rise in 2025, confidence remains high that the sector will continue to deliver strong performance as companies harness AI to drive efficiency, innovation and profitability. While short-term volatility is always possible, the long-term trajectory for AI remains a core conviction theme among investors globally.”

When asked why they are open to letting AI pick their investments, retail investors said:

Commenting on the data, eToro’s Global Market Strategist Lale Akoner, said: “Two and a half years after ChatGPT appeared, AI has taken centre stage across many areas of life, including investing. For retail investors, this technology is breaking down barriers by providing advanced analytics or detecting trends, empowering them to make more informed decisions and levelling the playing field.

“While adoption began with younger investors, we are now seeing rapid uptake across demographics. This shift underscores the agility of retail investors in embracing new tools to support their long-term goals.”

Retail investors are hungry for knowledge on AI

The research reveals that AI is one of the leading topics that UK investors plan to learn more about over the next year (20%) beaten only by tax rules (21%). Followed by cryptoassets and blockchain technology (19%) ETFs (13%) and investment fees (13%)

Across different generations living in the UK, learning about AI-powered investment strategies was the top choice among Gen X (32%), Millennials (29%) and Gen X (11%). However, Boomers favoured tax rules (14%) and the silent generation most concerned with bonds (28%).

Lale Akoner commented: “Retail investors know AI isn’t just a buzzword. Many have already experimented with AI tools and experienced firsthand their potential to enhance investment strategies. However, AI technology is still emerging and presents several challenges, such as understanding algorithms, ensuring data accuracy and integrating these tools into their strategies. These pain points are precisely why so many retail investors are eager to deepen their knowledge about AI. They acknowledge its transformative potential but also understand that mastering AI requires continuous learning and adaptation.”

About this report

The latest Retail Investor Beat was based on a survey of 11,000 retail investors across 13 countries and 3 continents. The following countries had 1,000 respondents: UK, US, Germany, France, Australia, Singapore, Italy and Spain. The following countries had 600 respondents: Netherlands, Denmark, Poland, Romania, and the Czech Republic.

The survey was conducted from 5 to 19 August 2025 and carried out by research company Opinium. Retail investors were defined as self-directed or advised and had to hold at least one investment product including shares, bonds, funds, investment ISAs or equivalent. They did not need to be eToro users.

The figures and results presented in this survey are based on the responses of participants at the time the survey was conducted. They reflect responders’ opinions, views and perceptions and should not be interpreted as investment advice or a guarantee of future performance. Percentages and results may not be representative of the broader population and are subject to change as market conditions and sentiment evolve.

About eToro

eToro is the trading and investing platform that empowers you to invest, share and learn. We were founded in 2007 with the vision of a world where everyone can trade and invest in a simple and transparent way. Today we have 40 million registered users from 75 countries. We believe there is power in shared knowledge and that we can become more successful by investing together. So we’ve created a collaborative investment community designed to provide you with the tools you need to grow your knowledge and wealth.

On eToro, you can hold a range of traditional and innovative assets and choose how you invest: trade directly, invest in a portfolio, or copy other investors. You can visit our media centre here for our latest news.

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