How UK Decision Makers Get Their News: AI, Trusted Brands and Social Media Trends

Where UK Decision Makers Get Their News: Publishers, Social Media, and AI

New research reveals nearly half of UK adults use AI tools to stay updated with news and current affairs. A survey by communications agency Portland found that 47% of UK adults have turned to AI platforms like ChatGPT and Google Gemini to better understand events. Among decision makers—those in senior roles and leadership positions—the figure jumps to 81%.

Portland conducted the research online in April and May 2025. The study started with 4,573 UK adults and followed up with 529 decision makers. These decision makers make up about 10% of the UK population and include senior managers, high earners, journalists, academics, and policy influencers. Two-thirds of this group are male.

AI Use vs. Trust

While AI tools are increasingly popular for news access, trust in them remains low. Only 4% of UK adults named AI as their most trustworthy news source, compared to 44% who said “news website.” Despite skepticism, 60% of UK adults have used AI assistants at some point, with 89% of decision makers confirming use of these tools.

News Habits of Decision Makers

Decision makers are highly engaged with news and current affairs. About 88% say keeping up with news helps their work, and 26% feel they need to follow news constantly. For the general public, 66% find news monitoring helpful for their jobs.

Traditional news sources still dominate overall. Among UK adults, 48% get news from radio and online publisher platforms, 42% from broadcast news channels, and 41% from newspapers in print or online. Decision makers lean more heavily on online news platforms and newspapers but also use social media platforms like WhatsApp and X for news. Podcasts are notably more popular with decision makers, with 42% listening regularly versus 21% of the general public.

Preferred News Brands and Channels

• Among general UK adults who named newspapers, the Daily Mail ranked highest.
• For decision makers, The Guardian led, followed by The Times and The Sun.
• When it comes to radio news, 44% of decision makers cited Times Radio, slightly ahead of BBC Radio 4 at 39%.

Social media usage for news shows that Meta-owned Facebook and Instagram are dominant channels. Among decision makers, Facebook, Instagram, and X are the top sources. Despite X’s limited referral traffic for publishers since Elon Musk’s takeover, it remains influential within leadership circles. Facebook is also the platform most associated with misinformation, with 28% of respondents reporting encountering false information there.

Email newsletters remain a key channel for news updates. About one-third of the general public receive daily newsletters, while 80% of decision makers do.

What This Means for PR and Communications Professionals

If your goal is to reach UK decision makers, it’s essential to account for their evolving news habits. AI tools are now a core part of how they access information, but trusted journalism brands still hold strong influence. Effective communication strategies should address both human readers and the algorithms that shape their content consumption.

Understanding the balance between traditional outlets, social media platforms, and AI-driven news sources can help tailor messages that cut through noise and reach senior audiences effectively.

For professionals looking to deepen their knowledge on AI and how it intersects with communication, exploring targeted AI courses can offer practical insights. Check out resources like Complete AI Training’s latest courses to stay ahead.