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From asking Alexa to set a timer to scrolling through TikTok for dinner inspiration, technology has become a familiar fixture in the kitchen. More recently, artificial intelligence has joined the mix, with tools like ChatGPT helping home cooks plan meals, tweak recipes, and even decide between cooking or ordering in.
We surveyed 1,000 people across the UK and the US to understand how AI is changing everyday cooking habits. The results show a shift toward digital confidence in the kitchen, especially among younger generations, who are often turning to AI and social media for guidance during everything from weeknight dinners to Christmas roasts.
Key Findings
- 24% of Brits and 19% of Americans regularly use ChatGPT for cooking help.
- Nearly 1 in 5 Americans and 15% of Brits have followed an AI recipe that turned out better than a family recipe.
- More than 1 in 5 Americans and Brits (22%) plan to use ChatGPT to help prepare Christmas dinner.
- 22% of Americans plan to use ChatGPT for help with their Thanksgiving meal.
The State of Cooking Confidence
Cooking from scratch remains a cherished tradition in many homes, but the confidence people feel in the kitchen can depend on where they live.
Across the UK, 90% of respondents said they felt confident preparing a recipe from scratch without any help, compared to 84% in the US. British home cooks were also more likely to trust their instincts, with 66% saying they often cook from memory. In contrast, 62% of Americans said the same.
While many still rely on memory, digital tools have become part of the learning process for a new generation of home cooks. Over 1 in 4 respondents (26%) said they have learned to cook through social media platforms like YouTube or TikTok.
Social media and AI tools are also changing how people cook in real time. TikTok is a go-to resource for 20% of Brits and 21% of Americans, while around 1 in 4 in the UK and 1 in 5 in the US use ChatGPT in the kitchen.
Younger generations are leading this digital shift. Among Gen Z, 38% reported using TikTok while cooking, compared to 22% of millennials. When it comes to AI tools like ChatGPT, millennials were most likely to seek help from AI, with 25% saying they did so, followed by 20% of Gen Z.
AI's Growing Role in Everyday Cooking
AI is quickly becoming a go-to tool for everyday cooking, from choosing recipes to deciding whether to cook at all.
For many, AI's most common role is helping decide what to make. Thirty-seven percent of respondents said they use AI or search tools primarily to find a recipe. Others turn to AI for practical support, with 24% using it to suggest ingredient substitutions, and 22% relying on it to convert measurements or temperatures.
In some households, AI has even outshone tradition. Nearly 1 in 5 Americans and 15% of Brits said they followed an AI-generated recipe that turned out better than a family one. And for a smaller but notable group, AI helps with decision-making before the cooking even starts. Fifteen percent of Americans and 14% of Brits said they have let AI decide whether they should cook or order takeaway.
Trusting AI With the Menu
As confidence in AI tools continues to grow, more people are turning to them for support with important and even personal meals.
Interestingly, 20% of respondents said they would rather ask an AI tool for help mid-recipe than turn to another person for assistance. That sense of trust is also carrying over into major occasions. In the US, 22% of people said they plan to use ChatGPT to help with Thanksgiving dinner. And for Christmas, 22% of both Americans and Brits said they expect to turn to ChatGPT during holiday meal prep.
Many people are also open to AI's help on more personal occasions. More than half of UK (58%) and US (52%) respondents said they'd feel confident letting ChatGPT cook a meal for a first date. And when it comes to weekly planning, 44% of Americans and 40% of Brits said they'd trust AI to plan a week of meals tailored to their diet.
Will AI Become Your Next Sous-Chef?
Our research indicates that digital tools, particularly AI, are becoming increasingly indispensable in the modern kitchen. From everyday recipe help to full-on holiday meal planning, both Americans and Brits are warming up to the idea of handing over the culinary reins.
With younger generations leading the trend, AI is likely to continue shaping how we cook, eat, and entertain for years to come. So, the next time you're stuck on what to make, don't be surprised if your next great meal starts with a prompt, not a cookbook.
Methodology
We surveyed 1,000 people across the United Kingdom and the United States to explore how digital tools, including AI, are being used in home cooking. Of the respondents, 75% were based in the US and 25% in the UK. Generationally, 18% identified as Gen Z, 49% as millennials, 25% as Gen X, and 8% as baby boomers.
About QS Supplies
QS Supplies is one of the UK's largest independent retailers of kitchen and bathroom fittings. Our range of high-quality kitchen sinks includes styles to suit both classic and contemporary spaces, from sleek stainless steel designs to deep ceramic bowls. QS Supplies offers durable and stylish options to suit every budget and layout.
Fair Use Statement
If you'd like to share these insights on how AI is changing the way we cook, you're welcome to do so for non-commercial purposes. Please include a link back to this page to credit QS Supplies for the original research.
