September 30, 2025
Brits Are Turning to ChatGPT for Their Next Pint Spot
Brits are increasingly swapping word-of-mouth for word-of-machine when choosing where to eat or drink. A new report from Reputation and CGA by NIQ shows that AI tools like ChatGPT are now a go-to source for hospitality recommendations, on par with Google Maps and only just behind social media.
Many people are already consulting with AI when it comes to choosing outfits and discovering new brands. Some trust AI so much that it has become their close confidant.
According to the report, 26% of UK consumers use AI to discover restaurants, pubs and bars. This is nearly the same as Google Maps (27%) and not far behind platforms like Instagram and Facebook (32%). In other words, ChatGPT is fast becoming the new pub guide.
Customer reviews have also been replaced by AI, in a way. Namely, 60% trust AI-generated summaries of customer feedback, with 13% preferring them over individual posts. Half of consumers say they’d be more likely to leave a review if an AI tool asked at the right moment and in the right tone. Add in the 43% who have interacted with chatbots when contacting a venue, and it’s clear AI is quietly embedding itself across the customer journey.
Personalisation Is Key, but Keep Humans Involved
While 37% of consumers already use AI for tailored recommendations, 39% worry about losing human contact, and 33% raise concerns over data privacy.
Economic pressures are another factor significantly changing consumer habits. Almost 30% of consumers are going out for drinks less often than last year, but spend per outing is rising as prices climb. The market is splitting between high spenders—34% spend £100+ a month—and those keeping it tight, with 31% spending under £40.
Looking ahead, more than 30% of consumers expect to eat and drink out more often in 2026, compared to just 21% who plan to cut back. To capture that spend, the research highlights three essentials: encourage frequent, fresh reviews (since 73% don’t trust anything older than three months), keep communications responsive (66% expect replies within hours), and stay visible on social channels, where friends’ posts still drive decisions.
