UK retail investors are increasingly turning to generative AI tools such as ChatGPT to help inform investment decisions, with almost a quarter (23%) now using the technology, according to new research from Fidelity International’s Be Invested Global Study.
The trend is particularly pronounced among younger investors and reflects a broader shift towards digital and social media sources of financial information. The study, based on research of 13,000 retail investors across Europe and Asia Pacific, includes the views of 1,000 from the UK.
The findings highlight how rapidly financial information habits are changing, particularly among younger adults. 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. Almost a fifth (17%) say they use online forums such as Reddit, while 15% look to social media and influencers – continuing the upward trend recorded in Fidelity’s research last year, when 11% said they used investment influencers and 9% used blogs or forums2.
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%).
The findings come as regulators increase scrutiny of financial content shared online. In 2026, the FCA led an international crackdown on illegal “finfluencers” and identified more than 1,200 unlawful financial promotions on social media.
Despite the rapid rise of digital and informal sources, authorised providers remain the most common source of support. More than two-fifths (45%) of investors say they rely on financial institutions such as banks, pension providers and asset managers for information, and 40% still turn to 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, Fidelity International comments: “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.
“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. 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. 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.”
