In the most recent Consumer Pulse survey, Agile Market Intelligence asked consumers a hypothetical question about researching the best loan options. The options included talking to a mortgage broker, a banker, doing it themselves or an AI-powered digital assistant. Responses revealed that only 6% of consumers would trust artificial intelligence with researching their loan options.
Key stats you need to know
- 32% of consumers would be comfortable approaching a mortgage broker if they needed a loan, and 28% would opt to approach a banker.
- Only 6% would be comfortable using an AI-powered digital assistant, even if it were able to automatically compare, apply for and manage their loans, while 21% said they would do it themselves.
- 13% of respondents weren’t sure which channel they would approach, despite being given the options for an AI assistant and/or doing it themselves.
Mortgage brokers lead consumer preference
- 32% would choose a mortgage broker as their preferred channel to get information on taking out loans.
- 28% would approach a banker directly, slightly lower than those who preferred independent advice.
- Consumers who would choose an AI assistant were the smallest group at 6%, even smaller than those who answered ‘not sure’ (13%).
Nearly one-third (32%) of respondents indicated they would be most comfortable seeking the expertise of mortgage brokers when researching loan options. This preference highlights the continued value consumers place on independent advice and the broker’s ability to navigate multiple lender options on their behalf.
"The mortgage broker preference shows consumers value independent expertise and choice when making one of their biggest financial decisions," said Michael Johnson, Director of Agile Market Intelligence.
Consumers are reluctant to use AI for researching loan options
- Only 6% would use an AI-powered digital assistant for loan research, the lowest preference among all options presented.
- AI scored lower than the “do it yourself” (21%) and the “not sure” options.
- Even when presented with full automation capabilities, AI failed to gain consumer confidence.
Despite the rapid advancement of artificial intelligence in financial services, consumer appetite for AI-led loan research remains remarkably low. The survey revealed that fewer than 6% of consumers would trust an AI-powered digital assistant with their loan research, even when offered comprehensive automation including comparison, application, and management capabilities.
"The resistance to AI in loan research isn't about technology capability, but about trust in high-stakes decisions. When it comes to mortgages, consumers want human accountability and the ability to ask questions, negotiate, and receive personalised advice that considers their unique situation." said Michael Johnson.
Advocates of AI value speed and objectivity
- Consumers that chose AI to assist in loan research, 62% cited speed and convenience as their primary motivation.
- 47% of consumers who chose AI believed it could access better or more loan options, and 41% trusted AI to be more objective and unbiased.
- Sales pressure from brokers and bankers was cited by 43% of consumers as their reason to choose AI.
While openness to AI remained low overall, consumers who would choose an AI-powered assistant revealed varied motivations in their selection. Speed and convenience emerged as the primary driver, along with belief in AI’s objectivity, and access to comprehensive options. Concerns about human interactions such as sales pressure (43%) and lack of privacy (27%) also influenced their choice. More than 1 in 4 (26%) also said they already use and trust AI.
"Those who embrace AI for loan research are looking for efficiency and objectivity over relationship-building. They want to cut through sales tactics and want comprehensive comparisons quickly." said Michael Johnson.
About the research
This article is based on findings from Agile Market Intelligence’s Consumer Pulse survey of 1,430 Australian consumers, conducted from 28th July to 25th of August 2025.
The Consumer Pulse is a monthly tracker of over 1,500 Australian consumers developed by Agile Market Intelligence to monitor consumer sentiment, financial stress, and behavioural shifts across key household segments. The survey provides a real-time view of financial wellbeing in Australia, segmented by debt status and home ownership.
