Traditional sources of guidance continue to dominate the homebuying process despite growing interest in artificial intelligence (AI) with younger homeowners and active buyers, new research from the HomeOwners Alliance has revealed.

Banks and building societies remain the most trusted source of mortgage and homebuying information for UK homeowners, used by 51%, followed closely by mortgage brokers at 48%, comparison sites at 38% and property websites at 37%.

But the home group’s survey, which was conducted in February, found that younger buyers are increasingly combining traditional advice with digital tools and more likely to use them than the general population.

Among homeowners under-35, 17% use AI for homebuying and mortgage information compared with 9% overall, while reliance on online forums (18% vs 8%) and social media influencers (15% vs 5%) is also significantly higher. In contrast, this group is less likely to use comparison websites (24% vs 38% overall).

The alliance said this shows that the mortgage and property sector needs to meet younger people where they already are, while TikTok, YouTube, podcasts, forums and AI should be seen as places of education, not just marketing.

The study found first-time buyers (FTBs) continue to value personal guidance, turning more often to estate agents and family networks than existing homeowners.

It is the latest in a number of studies this year which suggest that even though interest in AI is growing, especially among younger consumers, most respondents see it as a tool to support research, compare options and improve confidence rather than replace professional human advice.

"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," said Paula Higgins, CEO of HomeOwners Alliance.

"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."

Higgins added: "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."

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