AI has yet to become a mainstream part of the homebuying journey, but new research from HomeOwners Alliance reveals a market in transition, with younger homeowners and active buyers increasingly open to using AI-powered tools alongside more traditional sources of advice.
The research shows that banks and building societies remain the most trusted source of homebuying and mortgage information, used by 51% of UK homeowners. Mortgage brokers are close behind at 48%, followed by comparison sites at 38% and property websites at 37%.
But while traditional providers continue to dominate the homebuying process, the findings reveal a clear divide by age and homebuying experience.
Younger homeowners are widening their sources of advice
Homeowners under 35 are combining traditional advice with a broader mix of digital and informal sources. They are nearly twice as likely as homeowners overall to use AI tools for homebuying and mortgage information, at 17% compared with 9% of homeowners.
They are also more likely to turn to online forums, at 18% compared with 8% overall, and social media influencers, at 15% compared with 5%. Family and friends also play a much bigger role for younger homeowners, with 33% relying on them for advice compared with 19% of homeowners overall.
By contrast, over-55s remain firmly rooted in more traditional sources. Some 57% rely on banks and building societies, while just 4% use AI tools and virtually none turn to social media influencers for homebuying or mortgage information.
First-time buyers want guidance and reassurance
Among active buyers, first-time buyers are more likely than existing homeowners to seek personal and guided support. They are more likely to turn to estate agents, at 35% compared with 28%, and to family and friends, at 32% compared with 20%.
They are also less likely to use comparison sites, at 28% compared with 45%, or general online search, at 29% compared with 34%.
HomeOwners Alliance says this suggests confidence, not just access to information, shapes how people navigate the buying process. For first-time buyers in particular, the challenge is not simply finding information, but knowing which sources to trust and how to act on them.
AI interest is growing, but adoption remains early
Interest to use AI is strongest among younger homeowners, with 52% of under-35s saying they would be likely to use AI, compared with just 8% of over-55s.
The findings suggest buyers currently see AI as a research and decision-support tool rather than a replacement for professional advice or human judgement. Among those open to using AI, the most anticipated uses are general advice, at 45%, property valuations, at 39%, calculating affordability and comparing mortgages, at 38%, researching areas, at 37%, and property search, at 34%.
Fewer expect AI to play a role in more complex or high-stakes parts of the process, such as reviewing contracts, at 30%, negotiations, at 29%, choosing an estate agent, at 24%, or securing a mortgage, at 24%.
Better decisions and less stress
Among those open to using AI, the biggest perceived benefit is making better-informed decisions, cited by 44% of homeowners. This is followed by reducing stress and gaining better market insight, both at 38% of homeowners.
However, fewer expect AI to speed up transactions, at 26%, or improve communication between parties, at 25%. HomeOwners Alliance says this points to AI’s likely role in the near term: supporting buyers and sellers with research, confidence and clarity, rather than replacing existing professionals or processes.
A market in transition
The research highlights a homebuying market where trusted, traditional advice still matters, particularly for older homeowners. But younger and first-time buyers are already expanding the mix of sources they use, combining banks, brokers and estate agents with online communities, family advice, influencers and emerging AI tools.
Paula Higgins, CEO of HomeOwners Alliance, says:
“Buying or selling a home is not just a transaction. It is emotional, stressful and often the biggest financial decision people will ever make, so it is no surprise that buyers still want trusted human advice alongside online tools.
“AI has real potential to help people research the market, compare options and feel more confident. But it will not replace the role of good estate agents, mortgage brokers and other professionals who understand the local market and can guide people through the practical realities of moving home.
“What this research shows is that younger and first-time buyers are using a wider mix of sources than ever before. That should be a wake-up call for the industry. Buyers need clear, consistent and trustworthy guidance, whether they are speaking to an estate agent, using a property advice website or testing out AI. The challenge for the industry is to make sure technology improves advice and transparency, rather than adding more confusion to an already stressful process.”
