UK retail investors are increasingly turning to generative AI tools to help them make investment decisions.
New research from Fidelity International’s Be Invested Global Study showed almost a quarter (23%) of UK retail investors use AI to help inform investment decisions, with the technology proving particularly popular among younger investors.
More than a third (36%) of UK retail investors aged 18-34 report using AI to support their investment choices, compared with 29% of those aged 35-54 and just 5% of over-55s.
Alongside AI, investors are increasingly turning to online communities and social platforms for financial information. Nearly one in five (17%) say they use online forms such as Reddit, while 15% look to social media and influencers and 9% use blogs or forums.
More than half (56%) of UK retail investors have used some form of social media platform to inform a financial decision in the past two years, with YouTube (36%) and Facebook (22%) the most popular, followed by Instagram, LinkedIn and X.
Despite the growing popularity of digital sources, Fidelity International said authorised providers remain the most common source of support, with 45% of investors relying on financial institutions such as banks, pension providers and asset managers. Professional financial advice also continues to play a key role, with 40% of respondents saying they use an adviser or wealth manager.
Georg Bauer, head of investment and product for global platform solutions at Fidelity International, said: “The way people seek information about their finances is evolving at remarkable speed. The rise of AI tools – particularly among younger investors – is changing how individuals research, plan and make decisions about their futures.
“Many people are trying to equip themselves with the knowledge to make good financial decisions, but the quality and reliability of online information varies widely. Some of these sources are authorised and trustworthy, but others are not, which creates a real risk of misunderstanding and poor outcomes.
“This is exactly why it is so important that financial institutions are empowered to do more to support consumers. Measures such as the FCA’s new Targeted Support regime will enable providers to offer clearer nudges and guidance at key moments, helping people make better long‑term decisions and avoid harmful actions or inactions.”
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