Brits Want AI to Help Not Take Over New Research Finds

New research from Eskenzi PR reveals growing concerns over AI autonomy, with consumers demanding greater transparency and human oversight.

As artificial intelligence becomes integrated into everyday life, businesses are finding new ways to use AI agents to automate tasks, improve efficiency and support decision-making. However, new research suggests consumers aren’t entirely comfortable with how much control the technology is being given.

A nationally representative survey of 2,000 UK adults, commissioned by cybersecurity PR agency Eskenzi PR and conducted by Censuswide, found that 84% would give AI agents only moderate or low control over their daily lives, or none at all.

More than a third (34%) wouldn’t feel comfortable giving AI agents any control whatsoever, suggesting that businesses may need to do more to reassure customers before introducing more autonomous technology.

Read the full research

Could AI Cost Businesses Their Customers?

While AI promises significant benefits for businesses, the research suggests that introducing it without sufficient transparency could have consequences for customer relationships.

When asked how they would feel if a company they relied on, such as a bank, insurer or utility provider, used an AI agent to advise its board on important decisions, 37% said they would want reassurance that a human always had the final say.

Almost a third (31%) would want to know exactly which decisions AI had been involved in, while 24% would investigate how their personal data was being protected. Perhaps most significantly, one in five (20%) would consider switching provider, while 18% said they would be less likely to purchase additional products or services from the company.

For businesses investing heavily in AI, the findings highlight the importance of balancing innovation with consumer confidence.

Brits Want AI Assistance Not Complete Control

Despite these concerns, the research suggests consumers aren’t rejecting AI altogether. Instead, they appear more comfortable with technology that assists them rather than makes important decisions independently.

More than a quarter (27%) would allow an AI agent to prepare tasks for them but would want to approve every action, while 23% would allow AI to manage routine tasks independently but require approval for more significant decisions.

Security and privacy also remain important considerations. More than a third (36%) worry about their personal data being hacked or stolen, while 28% are concerned an AI agent could spend their money or make purchases they didn’t intend.

The findings suggest that businesses developing AI-powered products and services may need to prioritise user control, clear permissions and transparency alongside convenience.

Building Consumer Trust Will Be Key to AI Adoption

Commenting on the findings, Yvonne Eskenzi, co-founder of Eskenzi PR, said: “AI agents promise to take some of the more routine tasks out of people’s hands, and the research suggests there is an appetite for that. However, there is a clear distinction between allowing AI to assist with everyday tasks and giving it the freedom to make important decisions independently. People appear to want visibility over what AI is doing, clear accountability when something goes wrong and the ability for humans to retain control over consequential decisions. As AI agents become part of everyday life, those expectations will be important for organisations introducing the technology.”

As businesses continue to explore the potential of autonomous AI, the findings suggest that success may depend not simply on what the technology can do, but on how effectively organisations demonstrate that consumers remain in control.

The research was conducted by Censuswide among 2,000 UK adults between 16 and 18 September 2026 on behalf of Eskenzi PR.