Financial Advice in the Age of AI
A representative exclusive study by Ipsos on behalf of OVB
Who do you really trust with your money: AI, an advisor, or both? See how five European markets are shaping the future of hybrid.
Three numbers that sum up the study
47%
expect an advisor combined with AI to give better advice in five years
72%
would trust a person exclusively or primarily for an important financial decision
37%
already use AI regularly or occasionally for financial or insurance topics
The answer is not either-or
Trust in people stays high and AI use keeps growing. The combination of both is the most frequently chosen model for the next five years.
These findings show that, even in the age of AI, consumers continue to value personal advice when making important financial decisions. At the same time, expectations are growing for modern technologies to meaningfully support the advisory process. This is precisely where we see the future of financial advice. We are committed to helping our financial advisers responsibly integrate technological innovations into their advisory services, combining human expertise with the opportunities offered by AI.
Five countries at a glance
While AI is increasingly accepted as a source of financial guidance, personal advice remains a key factor in building trust and confidence among investors.
Select a market to see whether people would invest money based on an AI recommendation.
AI informs. People decide.
The decisive finding
75%
in Germany would trust exclusively or primarily a person when making an important financial decision. Across the five markets the share ranges from 64% to 75%.
Quality is the foundation of trust
Incorrect recommendations are the biggest concern
Across all five markets, incorrect or inappropriate recommendations are among the most common concerns about using AI for financial matters. However, the level of concern varies considerably, ranging from 41% in the Czech Republic to 59% in Germany.
Axis starts at 35%, not at zero, so the differences between markets can be shown more clearly.
What kind of financial advice suits you?
Three short questions help you explore your personal preferences. Nothing is stored and nothing is sent.
Question 1 of 3
Your advice type
Where you stand compared with the five markets
Market positions combine two study results — the share using AI for financial topics and the share trusting a person — into one point. From human to AI: Germany, Italy, Spain, Czech Republic, Hungary.
This self-check provides a non-binding indication of personal preferences. It does not constitute financial, investment or insurance advice.
Talk it through with an advisor
OVB Holding does not run an advisor search itself. Choose your market to continue to the advisor search there.
2026 Report
Get the full picture
Download the study
The full report for each country with all results and further insights. No registration required.
- Germany Report (PDF)Country page
- Italy Report (PDF) Country page
- Spain Coming soon
- Hungary Report (PDF)Country page
- Czech Republic Coming soon
Talk to an advisor
OVB Holding does not run an advisor search itself. Choose your market to continue.
About the study
How the study was conducted
The study “Financial Advice in the Age of AI” was conducted by Ipsos on behalf of OVB from August 24–28, 2026. A total of 5,000 people aged 18 to 75 were surveyed across Europe: in Germany, Italy, Spain, Hungary and the Czech Republic, with 1,000 respondents in each market. Results were weighted.