Two in five Gen Z consumers in the UK would be willing to let AI manage their subscriptions, according to new research – suggesting a clear generational shift in how people may interact with subscription services in future.
The survey of 1,500 UK consumers, published in Bango’s new report The future of bundling waits for no one, found that almost one in three Brits (31%) would allow AI to automatically subscribe, manage and cancel services on their behalf. Among Gen Z, that rises to 43%, making younger consumers the most open to handing over control.
Willingness increases sharply among people already paying for AI tools. Three in five UK consumers with at least one AI subscription (62%) said they would trust AI to manage their subscriptions, rising to almost two‑thirds (65%) among ChatGPT subscribers.
Cost savings appear to be a major driver
More than two in five Brits (41%) said they would allow AI to choose subscriptions on their behalf if it saved them money, while 28% would let it switch services on and off based on usage. Among Gen Z, those figures climb to 54% and 51% respectively, and higher still among paying AI subscribers.
The findings suggest growing demand for AI to act as a central access point for digital services. More than two in five UK consumers (43%) would prefer to access content such as films, music and news through a single AI interface rather than multiple apps. Among Gen Z, that rises to 54%.
Younger consumers are also more willing to pay extra for that level of automation. More than half of Gen Z respondents (55%) said they would pay a premium for a “Super App” that included an AI agent able to negotiate better subscription rates or identify discounts.
Trust remains an important factor
Giles Tongue, VP of Marketing at Bango, described this as the “next step” for subscription retail. “AI has the potential to become the layer that helps consumers discover services, manage what they pay for, adjust access across services, and find better value across the market,” he said.
“The question now is trust. Younger consumers are setting the pace here, and the companies that earn their trust early will have a head start as AI‑led subscription management becomes mainstream.”
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research. Click here to subscribe to the FREE newsletter sent straight to your inbox. Why not follow us on LinkedIn to receive the latest updates on our research and analysis?
