UK Small Businesses Embrace AI Advice While Still Leaning on Human Networks
Key Points
- 53% of UK SMB owners use AI tools like ChatGPT and Gemini for business advice.
- AI adoption is higher among younger entrepreneurs, reaching about 60% for ages 25‑34.
- Classic internet search engines are still used by 47% of surveyed owners.
- YouTube, LinkedIn, and Facebook/Instagram are gaining popularity as advice sources.
- 93% continue to rely on personal contacts for guidance, valuing human context.
- AI and social‑media advice can lack industry‑specific nuance and may be‑friend bias.
- Over‑reliance on unverified digital content can create unrealistic expectations.
- Worldpay GM Chris Wood stresses balancing personal networks with the right tools.
A recent Worldpay survey of UK small‑ and medium‑size enterprises shows that more than half now turn to AI tools such as ChatGPT and Gemini for business guidance, with usage climbing to around 60% among owners aged 25‑34. Despite this shift, 93% continue to seek advice from personal contacts, valuing the emotional and ethical context humans provide. The study also highlights growing reliance on search engines and social platforms, while warning of AI’s limited industry insight, potential bias, and the danger of over‑reliance on unverified sources.
AI Adoption Among UK SMB Owners
The Worldpay survey reveals that 53% of UK small‑ and medium‑size business owners are using artificial‑intelligence tools like ChatGPT and Gemini to inform their decisions. Younger entrepreneurs are even more inclined to adopt these technologies, with usage rising to roughly 60% among those aged 25‑34 and 60% among 18‑24 year‑olds for certain platforms.
Beyond AI, classic internet search engines remain a popular resource for 47% of respondents, while video‑centric platforms such as YouTube (51%), LinkedIn (41%), and Facebook/Instagram (37%) are gaining traction. TikTok, although cited by 31% overall, sees a notable surge to 60% among the youngest demographic.
Human Advice Remains Dominant
Even as digital tools expand, the survey underscores the enduring importance of human connections. A striking 93% of business owners still turn to friends, family, or professional peers for guidance, citing the emotional, experiential, and ethical dimensions that algorithmic advice cannot fully replicate.
Risks and Concerns With AI and Social Media
While AI offers rapid brainstorming capabilities, the study highlights several shortcomings. AI and social‑media advice often lack industry‑specific nuance and can carry inherent biases. Additionally, video content may promote particular agendas or unrealistic expectations, potentially leading entrepreneurs to over‑rely on unverified sources.
Worldpay’s General Manager for SMB International, Chris Wood, emphasized the need for balance, stating, "Entrepreneurs today must rely on both their personal networks and invest in the right tools to help their business thrive." This perspective reinforces the view that technology should complement, not replace, human insight.
Industry Outlook
The findings suggest that while AI and digital platforms are becoming integral to the decision‑making toolkit of UK SMBs, they are unlikely to supplant traditional human advice in the near term. A broader spectrum of information—combining personal networks, search engines, AI, and social media—appears to be the emerging model for small‑business strategy.