The research revealed that 19% of consumers are using AI tools to plan visits to pubs, bars and restaurants, with a further 50% considering using the technology as part of their decision-making.
The findings come from Zonal’s latest GO Technology report, produced in partnership with NIQ, which surveyed more than 5,000 British consumers.
Among those already using AI to research hospitality venues, 45% use it to find reviews and ratings, while 43% use it to understand average food and drink prices.
A further 38% use AI to view menus, 35% to check opening times and 28% to search for deals and discounts.
The report also shows that those who are more trusting of AI tend to be willing to visit more frequently and spend more when they do. Among those eating out more than three times a week, 42% are more likely to use AI, compared with those who go out once or twice a week.
Consumers spending more than £60 per head (23%) are also more likely to use AI when choosing where to visit compared with those who typically spend less than £5 per head (14%).
Adoption is higher among younger consumers and those in London. 34% of Gen Z consumers use AI to research hospitality venues, compared with 19% across all age groups. In London, 39% of consumers use AI when deciding where to visit, compared with 16% elsewhere in the UK.
The research also found growing trust in AI as a source of hospitality information. 76% of consumers either entirely or mostly trust AI engines when using them to find a pub, bar or restaurant, while 72% express the same level of trust in AI-generated search summaries.
“AI is rapidly becoming part of the customer journey,” says Tim Chapman, chief commercial officer at Zonal.
“Consumers are moving beyond traditional search methods and are increasingly using AI to make more confident decisions about where to visit. It provides an easy way to find out different information in one place.
“This shift presents a significant opportunity for operators to understand how customers are engaging with AI and how to use it to enhance visibility of their venue.”
Karl Chessell, director of hospitality operators and food, EMEA, NIQ, adds: “If these tools make it easier for consumers to discover pubs, bars and restaurants, AI can be a positive development.
“But it brings with it some major challenges, including of how to ensure that outputs deliver accurate information, prioritise the right things and protect the reputation of the brand.
“AI is going to be a critical battleground for hospitality in the months and years to come, and businesses need to quickly understand how to win there.”
The research also showed traditional discovery channels remain more widely used. Recommendations from friends and family are used by 47% of consumers when deciding where to visit, followed by online reviews at 32% and venue websites at 25%.