Nearly one in five Britons turn to AI for personal advice, new Ipsos research reveals

A new study from Ipsos in the UK reveals a surprising intimacy in our interactions with AI, a strong inclination towards politeness with the technology, and significant apprehension about its impact on society and the workplace. 

AI as a guidance counsellor 

• Nearly one in five (18%) have used AI as a source of advice on personal problems or issues. This extends to using AI as a companion or someone to talk to (11%), and even as a substitute for a therapist or counsellor (9%).
• 7% have sought guidance from AI guidance on romance, while 6% have used it to enhance their dating profiles.
• Despite this growing interaction and even perceived friendship with AI, there is a deep-seated anxiety about its broader societal implications. A majority of Britons (56%) agree that the advance of AI threatens the current structure of society, while just 29% say that AI has a positive effect on society.
• Scepticism is also high regarding AI's ability to replicate human connection, with 59% disagreeing that AI is a viable substitute for human interaction and 63% disagreeing that it is a good substitute. The notion of AI possessing emotional capabilities is met with even greater disbelief, as 64% disagree that AI is capable of feeling emotion.

Politeness to AI 

• Three in four (67%) British adults who interact with chatbots or AI tools say that they 'always' or 'sometimes' use polite language, such as 'please' and 'thank you'.
• Over a third (36%) think that being polite to AI improves the likelihood of receiving a helpful output. Furthermore, around three in ten believe politeness positively impacts the accuracy (30%) and level of detail (32%) of the AI's response. 

AI in the workplace

• Over a quarter (27%) of those who have considered applying for a job in the last three years have used AI to write or update their CV, and 22% have used it to draft a cover letter. Two in ten (20%) say they have used it to practice interview questions. However, four in ten (40%) say that they have not used AI when considering applying for a job.
• However, the use of AI in the workplace is often a clandestine affair. Around three in ten workers (29%) do not discuss their use of AI with colleagues. This reluctance may stem from a fear of judgement, as a quarter (26%) of adults think their coworkers would question their ability to perform their role if they knew about their AI use. This is despite the fact that a majority (57%) view using AI effectively as a skill that is learned and practiced. 

Commenting on the findings, Peter Cooper, Director at Ipsos said:

This research paints a fascinating picture of a nation grappling with the dual nature of artificial intelligence. On one hand, we see that a growing number are ‘AI-sourcing' for personal advice and companionship, suggesting a level of trust and reliance that is surprisingly personal. On the other hand, there's a palpable sense of unease about what AI means for the future of our society and our jobs. The fact that many are polite to AI, perhaps in the hope of better outcomes, while simultaneously hiding their use of it at work, speaks to the complex and sometimes contradictory relationship we are building with this transformative technology.

Technical note: 

• Ipsos interviewed a representative sample of 2,189 adults aged 16-75 across Great Britain. Polling was conducted online between the 18th-20th July 2025.   
• Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.