The news: Consumers in the US and Canada are seeking financial guidance from multiple sources, with internet research the No. 1 starting point, per a recent Gallup study. But professional financial advisors remain the most trusted source in both countries.

Zooming in: The gap between usage and trust is the key story: Financial advisors earn the highest trust despite being consulted by less than a third of guidance-seekers. At the same time, 73% of adults in the US who sought financial guidance in the past year turned to the internet compared with 35% who consulted family members and 32% who worked with a financial advisor, per Gallup data. 

In addition, AI use is growing, particularly among younger adults. But less than one-third of consumers in the US or Canada have confidence in its financial expertise. 

Why it matters: Consumers are separating where they find financial information from whom they trust to validate it. Search engines, AI tools, and other digital channels have become the first stop for financial questions, because they're convenient and accessible. But consumers look to human expertise when making important decisions, creating an opportunity for financial institutions to engage consumers earlier in the decision-making journey.

Gallup's findings also reinforce a broader trend EMARKETER has identified: AI and digital channels are changing how consumers seek financial guidance but not necessarily who they trust for high-stakes decisions. Ninety percent of middle-income US consumers prefer speaking with a knowledgeable person over AI for major financial decisions. As AI becomes a more common starting point for research, human expertise will become an even more important differentiator.

Implications for banks: Banks and wealth managers need to become the trusted voice in AI and online research. As consumers increasingly begin with digital tools but reserve their trust for established experts, financial brands that invest in educational content, searchable resources, and AI-assisted experiences can position themselves as the credible source consumers turn to when it's time to act.

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