A new survey has revealed that AI is becoming an increasingly trusted source of life advice, with more than half of Brits opting for AI-generated guidance on various personal and professional matters. Despite initially stating a preference for human advice, when presented with real examples, 52.31% of respondents chose AI advice for relationships, while only 15.47% preferred advice from a human coach.
The study, commissioned by business coach Tim Brownson, involved 2,017 people across the UK. Participants were first asked whether they would generally prefer advice from a human or AI on a range of topics, including relationships, business, careers, health, and self-confidence. They were then presented with two pieces of advice—one generated by AI and the other written by a professional life coach—and asked to select which they preferred.
Although the majority of respondents (73.33%) said they would prefer human advice on relationships, AI emerged as the more popular choice once they saw specific examples. Over half (51.31%) chose AI advice on relationships, with only 15.47% opting for the human response. Older age groups showed a similar trend, with 81.99% of over-55s stating they would prefer human guidance. Yet, when asked to choose between the two, 50.38% of this group favoured the AI-generated advice.
The survey also showed that business advice was a key area where AI was favoured. A total of 34.41% of participants selected AI for business-related advice, narrowly beating human guidance at 31.83%. The 35 to 44 age group was particularly inclined towards AI, with 39.25% choosing it over human responses, while the residents of Cardiff displayed the strongest preference for AI, with 44% selecting it.
In the realm of careers, 40.60% of respondents chose AI advice, while only 24.05% preferred human input. Among 25 to 34-year-olds, AI was especially popular, with 45.92% opting for it. Similarly, more than half of Plymouth residents (50.91%) selected AI as their preferred source of advice on career issues.
Health and fitness were also areas where AI advice proved influential. Despite 67.53% of participants expressing an initial preference for human advice on health, over 44% ultimately favoured AI when presented with specific suggestions. Norwich was the most swayed by AI, with 53.25% of residents selecting it for health-related guidance.
When it came to building self-confidence, the trend continued, with 43.98% of respondents choosing AI advice over human recommendations, which garnered only 22.01%. The cities of London and Brighton were the most receptive to human input, with 26.09% of respondents favouring it, while Liverpool had the lowest percentage, with just 10.99% opting for human advice.
Commenting on the results, Tim Brownson noted: “The findings show that while people may think they trust human coaches more, AI offers a direct, solution-focused approach that seems to resonate better with many individuals. Coaches should consider these demographic differences and tailor their approach accordingly.”
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