Research from Unbiased, a UK AI-enabled financial advice platform, shows that investors still favour the human touch when it comes to financial advice, but see potential for AI in supporting roles.

Despite the buzz around artificial intelligence, new research from Unbiased shows that a majority of investors still want to work with a human advisor for financial advice. Nevertheless, respondents showed an openness to AI for simple financial tasks.

The finding comes from a survey of 800 UK adults seeking financial advice in August 2025. It shows that trust and personal connection remain paramount for clients, with 40 per cent of respondents stating that they would only entrust a human advisor with their investments, compared with 6 per cent who would rely on an AI platform alone.  

The research revealed a significant trust gap. A quarter of those surveyed cited lack of human oversight as a primary concern, while 23 per cent worried about the risk of poor or inaccurate advice. Data privacy and security were also flagged by 19 per cent of respondents.  

However, 34 per cent of respondents are open to a hybrid model where human advisors use AI tools to support their work, suggesting an opportunity for firms which embrace a technology-enabled approach. Consumers see value in AI for routine tasks such as advisor matching (23 per cent) and general financial queries (21 per cent), which points to a path for advisors to enhance efficiency without losing the personal touch, the firm said.

The benefits most often cited were lower costs (24 per cent), faster support (21 per cent), and 24/7 availability (18 per cent).

“This research shows what many in the industry already sense: people want the human touch in financial advice. Trust and personal connection remain paramount, especially for life-changing financial decisions,” Tim Grimsditch, managing director at Unbiased, said. 

“At the same time, there’s clearly an acknowledgement of AI’s ability to play a supporting role – helping with efficiency, cost, and accessibility. The future isn’t AI instead of advisors, but advisors enabled by AI. That’s where Unbiased is focused: harnessing AI responsibly and transparently, while keeping qualified professionals firmly at the heart of advice.”

Annabelle Bryde, managing director and head of UK Private Bank and Crown Dependencies at Barclays Private Bank, also sees AI as complementing the banker's role, rather than replacing it, helping them to become more targeted. She thinks human-driven advice from wealth managers is here to stay. Benefits of AI range from automating repetitive tasks, providing data-driven advice in specific areas such as portfolio optimisation, risk management and tax analysis. See here.

The findings come at a time when financial advisors themselves acknowledge AI as both the biggest risk and the biggest opportunity in their industry – yet adoption remains low. 

The data suggests that consumers share advisors’ caution but also highlights a clear opportunity: advisors who embrace AI responsibly could gain a competitive edge by addressing consumers’ desire for both innovation and trust, the firm added. 

Lloyds Bank latest Financial Institutions Sentiment Survey meanwhile shows a shift in sentiment, with institutions viewing AI as more of an opportunity than a threat.