UK Adults Shift from Social Media to AI Tools

British adults are becoming less active on social media platforms while simultaneously increasing their reliance on Artificial Intelligence (AI) tools, according to a new report from the U.K.’s media regulator, Ofcom. The findings assess how people in Britain use, understand, and perceive the media and online services they interact with daily.

Decline in Social Media Engagement

While social media remains widely used – with nine in ten adult internet users on at least one platform, rising to 97% among 16-34 year olds – engagement is shifting. Around half of adult social media users now actively post, share, or comment, a decrease from 61% in 2024. The proportion of users exploring new websites also fell, dropping from 70% to 56% during the same period.

Ofcom’s research indicates a growing sense of caution among social media users. Adults are becoming more selective about their online posts, with increased concern about potential future repercussions. They are favoring “limited lifespan over permanent posts.”

Rise of AI Tools

More than half of U.K. adults are now using AI tools such as ChatGPT, Copilot, or Gemini. This trend is particularly pronounced among younger adults. Approximately one in eight AI users engage with these tools for conversational purposes, increasing to around one in five for those aged 25 to 34.

Humanizing AI

“Some participants in our qualitative study appear to be interacting with AI as if it were a person, often unconsciously,” Ofcom noted. The report details instances of individuals using AI for tasks like seeking relationship advice or companionship while working from home. AI is also being utilized for creative endeavors, including planning room layouts, writing wedding speeches, and generating artwork.

Shifting Trust in News Sources

Trust in news sources remains fragmented and increasingly polarized. While most adults still rely on mainstream media for news, levels of trust vary considerably. Around one in five adults consistently trust mainstream media for accuracy, while a similar proportion consistently questions it.

Although many consider BBC News, ITV News, and Sky News to be trustworthy sources for U.K. politics and international conflict, a segment of the population deeply mistrusts mainstream media, preferring independent content creators and citizen journalists on platforms like YouTube. “Both groups seem to be becoming more entrenched in their views,” the report states.

YouTube's Expanding Role

YouTube is evolving beyond a platform for personal interests. It now serves a broader range of viewing needs, including “background” viewing and videos on diverse topics. For some male participants, YouTube has become their primary or sole source of video content.

Concerns About Online Wellbeing

The proportion of online adults who believe the benefits of being online outweigh the risks has decreased to 59%, down from 72% last year. Fewer social media users report that these platforms are beneficial for their mental health. Two-thirds of those surveyed admitted to spending excessive time on their devices.

The Adults’ Media Use and Attitudes Tracker is based on a quantitative survey of 7,533 U.K. adults aged 16 and over. Fieldwork was conducted between September and November 2025.