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Plum survey finds consumers turn to AI for financial questions

A new survey finds consumers are almost as willing to use AI assistants as human advisers for financial questions, so firms should combine easy AI guidance with clear limits and access to professionals.

1 min read
Customer supportFinanceInsuranceMarketing

A new survey from Plum indicates that consumers are nearly as willing to turn to AI assistants as they are to human advisers for financial questions. The findings show a narrow gap in preference between automated tools and traditional professional guidance.

For firms in customer support, finance, insurance, marketing, and sales, the results point to a need for careful design. Providers should pair low-friction AI guidance with clear suitability boundaries and proper disclosures. Direct escalation paths to qualified professionals must also be built in, ensuring that automated help does not overstep its limits.

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