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Artificial intelligence is rapidly becoming part of everyday life, but what role is it playing when consumers make financial decisions?
Gusto’s latest self-funded research explores how UK consumers are using AI today, where they feel comfortable using it, where concerns remain and what this could mean for financial brands in the future.
The study identifies four distinct consumer segments, each reflecting different levels of confidence, trust and engagement with AI. The largest group, “Cautious Explorers”, represents 43% of consumers – people who are open to using AI but are still working out where it fits into their lives and decision-making.
Key insights:
- AI has already become mainstream, with 86% of UK adults having used generative AI in the last three months
- Whilst only 35% of consumers have used AI to support financial decisions so far, 83% are open to the idea, highlighting significant future potential
- Consumers are most receptive to using AI when researching and exploring options, rather than handing over decision-making responsibility
- Human judgement remains essential, with consumers viewing AI as a support tool rather than a replacement for professional expertise
- Financial brands have an opportunity to use AI to help customers feel more informed, more confident and more in control of their finances
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