Britons now thank AI & satnavs more than colleagues

Moonpig has published new survey findings suggesting a growing habit among UK consumers of thanking digital tools, including AI chatbots, virtual assistants and in-car navigation systems, even as many people say everyday gratitude is often automatic rather than heartfelt.

The research, based on a poll of 1,500 UK adults, found that 23% of respondents said they thank AI tools such as ChatGPT and Google Gemini for answering requests. A slightly higher share said they thank virtual assistants such as Siri and Alexa, at 26%. In-car navigation drew the highest level of gratitude, with 27% saying they thank their satnav when it gets them to a destination.

Moonpig framed the results as a "Digital Manners" trend, with more than a quarter of respondents expressing a perceived need to be polite to non-human tools. The numbers also point to a wider shift in how people direct routine politeness, with technology now competing with traditional forms of thanking.

Everyday gratitude

Across daily life, respondents reported saying "thank you" 14 times a day on average. The same group said they only receive a thank you 10 times a day. That gap suggests an imbalance between expressions of gratitude given and gratitude received, at least as people perceive it.

The survey also indicates that frequency does not always mean sincerity. More than half of respondents, 56%, said they often say "thank you" when they do not mean it. The finding suggests that gratitude remains a social habit in many settings rather than a considered response.

Participants identified a range of common situations where they said they "always" or "often" express thanks. The highest-ranked was when someone holds a door open, at 80%. Close behind were thanking a delivery driver for a package and thanking a shop assistant for handing over change, both at 79%.

Food and drink service also ranked highly. Some 78% said they thank a waiter or bartender when a meal or drink is brought over. Receiving a gift or card drew thanks from 77% of respondents. A medical appointment was another common moment for gratitude, with 75% saying they usually express thanks in that context.

Smaller interactions also featured strongly, including thanking someone for a compliment, at 73%, and thanking a neighbour for taking in a parcel, also at 73%. Road manners appeared in the list, with 68% saying they thank another driver for letting them merge in traffic. Public transport was lower but still notable, with 64% saying they thank someone when getting off a bus.

Technology and pets

Alongside the shift towards thanking digital tools, the survey suggests that gratitude is also directed at animals. Among pet owners, 35% said they "always or often" thank their pets when an animal responds to a command.

The findings sit within a broader pattern in which people appear willing to extend the rituals of politeness beyond human relationships. While the survey does not explore reasons for that behaviour, the data points to a growing presence of conversational technology in everyday routines.

The research also compared expressions of thanks for technology with some traditional rituals of gratitude. In a separate data point, 10% of respondents said they send a thank you card for a birthday present. That level sits well below the shares who said they thank satnav systems and voice assistants.

Workplace gap

Despite high rates of gratitude in public and consumer settings, the workplace appeared to be a weaker area for routine thanks. Fewer than half of respondents, 49%, said they always thank a colleague for making them a cup of tea. Just 46% said they always say thanks for help with a small task.

Moonpig's survey also asked people about the emotional impact of being thanked. Some 67% agreed that receiving appreciation makes them feel happier and more motivated. The result suggests that, even if gratitude can be habitual, it still carries weight for many recipients.

Preferred formats

When respondents were asked how they prefer to be thanked, in-person gratitude was rated most meaningful, at 83%. Thank you cards ranked closely behind, at 81%. Small gifts also scored 81%. Phone calls or video calls were rated meaningful by 78% of respondents. Text messages and WhatsApp messages came in at 69%.

Preferences varied depending on the scenario. In-person thanks ranked as the preferred approach for direct favours, at 49%. Cards were more closely associated with thanking someone for a gift. Some 26% said they would use a card for a wedding gift, 16% for a housewarming gift and 14% for a baby shower gift.

However, the habit appears less common for some recurring celebrations. Only 12% said they send thank you cards for Christmas gifts. The survey found that 10% send them for birthday presents.

Moonpig connected the results to wider questions about social comfort and the friction involved in face-to-face appreciation. The company also positioned the findings as a sign that technology-mediated interactions are reshaping social norms.

"It's clear that there is a politeness paradox in modern life. It's telling that some people choose to thank digital tools more often than thanking people in certain scenarios. This shift highlights a deeper discomfort. It can feel easier to thank Siri than it is to acknowledge a colleague face-to-face. While technology makes our lives easier, we must be careful that it does not get in the way and devalue the human interactions we have on a day-to-day basis," said Sarah-Jane Porter, Global Design & Licensing Director, Moonpig.