Two in five Gen Z Brits would let AI manage their subscriptions by Bango

Gen Z and AI subscribers are most ready to let AI take charge

Almost one in three Brits (31%) would let AI automatically subscribe, manage and unsubscribe them from subscription services, according to new research from Bango. But among Gen Z, that rises to two in five (43%), making young adults more likely to let AI take control.

Among Brits already paying for AI subscriptions, this rises to three in five (62%), and to almost two-thirds (65%) among those paying for ChatGPT, suggesting that younger consumers and those already most engaged with AI are leading the shift toward AI taking action on their behalf.

The research comes from the newly released ‘The future of bundling waits for no one’ report from Bango, which surveyed 1,500 UK consumers.

It shows that more than two-fifths of Brits (41%) would let AI choose subscriptions on their behalf if it saved them money. A further 28% would let an AI assistant automatically switch services on and off based on usage to cut costs.

Among Gen Z, the appetite for this kind of AI-led subscription management is even stronger. More than half (54%) say they would let AI choose their subscriptions if it saved money, while 51% would let it turn services on and off automatically based on usage. Among paying AI subscribers, it’s higher again for (70% and 68% respectively).

Together, these findings suggest AI is moving beyond a tool consumers use to find answers and becoming a tool increasingly trusted to act on their behalf, with Gen Z leading that shift.

The research also points to growing demand for AI to act as a single access point for digital services. More than two in five Brits (43%) say they would prefer to interact with a single AI interface to access all their content, including movies, music and news, rather than juggling multiple apps. Among Gen Z, that rises to more than half (54%).

This shift extends beyond convenience alone. More than half of Gen Z Brits (55%) say they would pay a premium for a ‘Super App’ if it included an AI agent that could automatically negotiate better rates or find discounts across their existing subscriptions. Again, that’s more than the national average of 41%.

These findings point to a new phase in the subscription economy, with younger consumers leading the shift from using AI to discover services to trusting it to manage access, billing and switching on their behalf.

As UK consumers become more open to AI managing their subscriptions, trust will decide who wins that relationship.

When asked who they would trust to provide an AI service that manages subscriptions, mobile phone providers came out on top, with more than a third (34%) of Brits choosing them and 44% for Gen Z consumers. That puts telcos well ahead of social media platforms and apps (20%), payment or digital wallet companies and banks (both at 18%)

Lower down the list were retailers and TV, satellite or cable providers (both at 15%). Big tech companies ranked last, with just 10% of UK consumers saying they would trust them with this role and 14% for Gen Z.

Commenting on the findings, Giles Tongue, VP of Marketing at Bango, said: “Consumers are already weaving AI into everyday life, but the next step is bigger than using it for admin and answers. It’s about letting AI make decisions and take action on their behalf, whether that’s choosing the right subscriptions, turning services on and off, or finding better deals automatically. What stands out is how strongly younger consumers are leaning into that shift.

“That has big implications for subscriptions. 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.

“The question now is trust. Our research shows telcos are the most trusted to deliver an AI-led subscription experience, which puts telcos in a powerful position. If they move quickly, they can become the intelligent layer between consumers and their subscriptions: the place where bundling, billing and discovery come together. That is the real prize in the next phase of the bundle economy. 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.”

To read “The future of bundling waits for no one” report in full, click here.

For more information, visit www.bango.com

Methodology

The Future of Bundling waits for no one research was commissioned by Bango and conducted by an independent research agency. The research comes from a representative sample of 1,500 British consumers aged 18 and over, and was conducted in January 2026.

About the report

 The new Bango report, The future of bundling waits for no one, identifies three trends reshaping how subscriptions will be sold and managed in the future.

• First is dynamic payment, with consumers beginning to push beyond the rigid monthly fee toward pricing that flexes around real usage and value exchanges such as rewards, credits and discounts.
• Second is new discovery, as access shifts upstream from individual apps to devices, operating systems and AI assistants that can recommend, activate and manage subscriptions on a consumer’s behalf.
• Third is a market split – bundle or be bundled – with the subscription economy increasingly dividing between brands that can bundle and orchestrate access across services and those that are bundled inside someone else’s platform, making bundling strategy and ownership of the subscription relationship more critical than ever.

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