The research, based on 3,000 UK adults (Dec 2025), asked the public directly about their experience of AI, what they see as the benefits as well as the risks, and how they think charities should use it.

We found that the strongest driver of acceptance of AI use by charities is whether people already use AI themselves – familiarity breeds acceptance. We also found that public acceptance is conditional, not automatic. People aren't broadly for or against AI, they judge its use based on context, transparency, and impact on trust.

The report explores general attitudes to AI through different audience segments showing how attitudes differ depending on experience, values and patterns of charitable engagement.

Download the report below. If you are unable to view the form click here.