Business & Technology
UK consumers use AI widely but trust lags, EY finds
EY research shows 74% of UK consumers have used artificial intelligence in the past six months, even as trust and governance concerns rise.
The findings are based on a survey of 15,000 people across 15 countries, including 1,000 in the UK, and suggest AI is becoming part of everyday consumer and workplace activity. In Britain, respondents reported using AI for customer support, route planning, health-related information, research, content generation and decision support.
Use in everyday services appears to be expanding faster than comfort with more autonomous systems. While nearly three-quarters of UK respondents said they had used AI recently, only 14% said they would be comfortable relying on fully autonomous, agent-led AI.
The gap suggests consumers are more comfortable with AI that assists than with AI that acts independently. People want greater control, accountability and transparency when systems make decisions or take actions on their behalf.
Trust in the institutions handling AI data remains limited. Some 43% of UK respondents said they trust companies to manage AI-related data effectively, while 41% said the same of governments.
Frequent users were not necessarily more reassured by the technology. Scepticism was often highest among educated white-collar workers who use AI regularly, suggesting familiarity with the tools may sharpen concerns rather than reduce them.
Trust gap
Cyber security emerged as one of the clearest pressure points. About 73% of UK respondents said they were concerned about AI systems being hacked or breached, underlining how closely confidence in AI is tied to security and oversight.
At the same time, respondents showed a willingness to use AI where the benefits were clear. UK consumers were most comfortable adopting AI in practical settings, especially where it could improve response times, reliability or value for money.
Some 59% cited improved response times as a reason for being comfortable with AI use, while 52% pointed to better value and 35% to reliability. The results suggest many users judge AI less by novelty than by visible outcomes.
Use in more sensitive sectors was also evident, though often with an emphasis on safeguards. Half of UK respondents said they had consciously used AI as part of a health or wellness experience in the past six months, while 35% had used it in financial activities, where privacy and consistency are likely to carry greater weight.
Matthew Ringelheim, EY UK and Ireland AI Leader, said: “AI adoption in the UK is rapidly advancing, but trust is not keeping pace with technological capability. Whilst consumers are engaging with AI every day, many still want greater clarity about who is accountable when decisions are made on their behalf.
“This is a critical moment for organisations. As AI systems become more autonomous, trust must be embedded through strong data foundations, clear accountability and visible human oversight. Our research shows UK users want greater control and transparency, reinforcing the need to move beyond AI adoption for its own sake. Organisations that can clearly demonstrate how autonomy is governed, and how people retain meaningful control, will be best positioned to scale AI responsibly and unlock long-term value.”
Skills question
The survey also highlighted a shortage of training. Only 23% of respondents said they had received significant training or education in AI, suggesting many users are engaging with the technology with little formal guidance.
That matters because training appears linked to confidence as well as practical use. A better understanding of how systems work, where they can go wrong and when human judgement is needed could help address some of the unease captured in the survey.
The findings point to a more cautious stage in AI adoption in the UK. Consumers continue to use AI across a widening range of tasks, but they are drawing firmer lines around where automation should stop and where human oversight should remain visible.
For businesses, that leaves a mixed picture. Demand for AI tools and services is clearly established, yet broader acceptance of more autonomous forms of AI may depend on whether organisations can show that systems are secure, decisions are accountable and users can intervene when needed.
Ringelheim said: “Alongside trust, skills development plays a critical role in successful AI adoption. As AI tools become more capable, people will need greater confidence in how they’re used at work and clearer, practical guidance on how to use them responsibly. Training also better equips users to spot errors, challenge outputs and make more informed decisions about when to rely on AI and when to apply human judgement. Workforce confidence – built through the right skills – will be decisive in turning AI momentum into long-term growth for the UK.”
The title is awarded to ‘the business most able to demonstrate all-round achievement, a clear vision for the future, success against objectives and sustained growth’.
Bicester Motion, which was also a finalist in the Large Business Award category, became the 30th recipient of the event’s most prestigious award.
The company is based on a former RAF Bomber Training Station.
Since its founding in 2013, Bicester Motion has been based at a 444-acre site of national historic importance.
Under its stewardship, 99 per cent of the site’s buildings have been reactivated or restored for modern use.
A spokesman for Bicester Motion said: “A sustainable mobility future is the key to unlocking future human progress and it imagines a world where we can all move without impact – at a time when mobility will make or break our planet.”
Further recognition may be on the horizon, with Bicester Motion shortlisted for seven awards across several upcoming ceremonies, including the Commercial Property Awards, Construction News Awards, Constructing Excellence London & South East Awards, and the RTPI South East Planning Awards.
The company describes itself as ‘a vibrant and dedicated centre of excellence, where mobility businesses can thrive,’ and aims to ‘build the world’s leading mobility community’.
Planted Plates, founded by Didcot entrepreneur Henna Afzal, began as a food truck at the park’s street food pop-up event, Milton Feast, in 2021.
After five years of steady growth, the business has moved from its first bricks-and-mortar site on Eastern Avenue to a larger unit at Signal Yard, marking a return to its roots within the Milton Park community.
Ms Afzal said: “When I started Planted Plates, I simply wanted to create food that people genuinely looked forward to eating. For me, it’s always been about flavour first.
“You don’t have to be vegan to enjoy great food, and we’ve been incredibly lucky to build such a supportive community of customers over the last few years.
“Milton Park has been part of our journey from the beginning.”
Planted Plates offers a daily-changing menu of plant-based breakfasts, lunches, pastries, and barista coffee.
The new space includes a larger seating area designed to encourage people to meet, work, and socialise throughout the day.
Ms Afzal added: “Starting at Milton Feast gave us the opportunity to test ideas, build a following and grow the business.
“Opening at Signal Yard feels like a full-circle moment and we’re excited to welcome both familiar faces and new customers through the door.
“I am incredibly proud of how far the business has come.
“This move gives us the opportunity to expand our offer, grow the team and continue building something that people genuinely enjoy being part of.”
The cafe also provides vegan catering services to businesses across Milton Park, using a zero-CO2 delivery vehicle.
Ms Afzal’s brother, Jack, has now joined the team as the company looks to recruit further staff.
The opening of Planted Plates is part of Milton Park’s £14m investment in Signal Yard, which aims to create a new social and retail destination for the park’s 280+ companies and the wider community.
Clare Fleet, asset manager of Milton Park at Federated Hermes Real Estate, said: “One of the ambitions for Signal Yard has always been to support independent businesses and create a destination that brings people together.
“Planted Plates perfectly captures that vision.
“Henna has built a fantastic business at Milton Park over the last five years and we’re delighted to see her become the first food and beverage operator to open at Signal Yard.”
Signal Yard is bringing together a mix of independent retailers, food and beverage operators, and health and wellbeing services in a central location at Milton Park.
Planted Plates has also been shortlisted in the Ox in a Box Awards, which celebrate Oxfordshire’s favourite independent food and drink businesses.
Public voting is open via the Ox in a Box website until 20 June 2026.
Rhubarb Seating, based in Oxfordshire, earned the title in Design Conformity’s 2026 industry report, which assessed the sustainability performance of more than 170,000 furniture businesses across the UK and Europe.
It was one of only four UK companies to receive the ‘Leader’ classification, reserved for just 0.1 per cent of those evaluated.
David Matthews, director at Rhubarb Seating, said: “Rhubarb has always got one eye on refurbishment and future-proofing when developing a product, focusing on making it easy to reupholster, repair and re-use.
“Being recognised above most of the sector’s biggest names validates what we’ve always believed: good design and sustainable design are the same thing.”
The recognition follows independent verification of Rhubarb’s Cantay and Banquette seating ranges through Design Conformity’s Carbon Efficiency platform.
Both products achieved C3 Carbon Efficiency Ratings, reflecting strong performance in planned reuse.
The analysis found the Cantay 2-Seater Sofa had a verified carbon footprint of 60.99kg CO₂e, while the Banq Medium Back Straight unit recorded 69.48kg CO₂e.
Mr Matthews said: “There is definitely something inherently beautiful about a board of timber, utilised to its maximum, to create the component elements of a piece of furniture.”
Certified products are now listed on the Design Conformity directory.
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