Almost a quarter of UK retail investors are now using generative AI tools such as ChatGPT to help support them with investment decisions, with 23% using the technology, according to research from Fidelity International.
The asset manager’s Be Invested Global Study, which canvassed 13,000 retail investors across Europe and Asia Pacific, found the trend was most prominent among younger investors. More than a third (36%) of UK retail investors aged 18-34 reported using AI to support their investment choices, compared with 29% of those aged 35-54 and just 5% of over‑55s.
Investors are also increasingly engaging with online communities and social platforms for financial information with 17% tapping into online forums such as Reddit and 15% using social media and influencers. This compares to the 2025 research that found 11% of respondents used investment influencers and 9% used 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 (each 20%).
Despite the rapid rise of digital and informal sources, 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 for information, and 40% tuning into mainstream media.
Professional financial advice continues to play a key role, with 40% of respondents saying they use an adviser or wealth manager, while 26% lean on personal networks including friends, family, and colleagues.
Georg Bauer, head of investment and product for global platform solutions at Fidelity International, said the rise of AI tools is rapidly changing how individuals research, plan and make decisions about their futures.
“At the same time, we know there is a clear advice gap in the UK – compounded further by the challenges many face in navigating the financial planning landscape, with complex rules and regulations to consider,” he said.
“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.”
Bauer said it is paramount financial institutions are empowered to do more to support consumers.
“This is exactly why it is so important 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.
“Consumers must have access to consistent, scalable and trusted support. By combining high‑quality guidance with the right regulatory framework, we can help ensure people feel confident and informed – whether they are using traditional advice channels or exploring new digital tools.”
