This is according to new research from Birmingham-based hospitality marketing agency Brew.

Its latest Pints & Profits report found that 14 per cent of UK adults have used AI to find pubs or restaurants.

Among 25 to 34-year-olds, the figure rises to 33 per cent.

People are visiting pubs less often than they were a few years ago because of the cost, but those visits are more planned and more purposeful.

The research suggests that consumer discovery habits are changing rapidly. Search remains important, social media continues to influence choice, and AI has emerged as a new route into venue discovery.

Demand for pubs remains robust, with 79 per cent of consumers citing socialising as a reason for visiting.

The challenge for operators is capturing that demand at the point where people decide where to go.

Nearly two-thirds of consumers now research venues online before visiting, making digital visibility an increasingly important driver of footfall.

The report draws on a survey of 1,000 UK adults, website analytics from more than 2,000 hospitality venues and interviews with operators across the sector.

Adam Cox, technical director at Brew, said: “20 years ago, we asked for recommendations for a night out from a friend. 10 years ago, it was Google.

“Now we're seeing consumers ask AI tools for suggestions and build plans around the answers they get back.”

Matthew Bowell (pictured), director at Brew, said: “Customers are checking menus, looking at photos, searching for events and comparing options before they leave home.

“Operators need to be visible during that process or they risk missing out.”

The report highlights a widening gap between businesses with dedicated marketing expertise and those relying on ad hoc activity.

Among the findings:

• 62 per cent of consumers research venues online before visiting
• 37 per cent of adults visit a pub at least once a week
• 58 per cent engage with special offers and promotions online
• 41 per cent engage with food and drink photography
• 69 per cent of 25 to 34-year-olds engage with events content
• Only 39 per cent of consumers are likely to leave an online review
• Food quality ranks ahead of price, location and reviews when consumers choose where to visit

The report argues that digital channels have become part of the customer experience.

For many consumers, the first interaction with a venue now happens on a search result, social platform or AI-generated recommendation rather than at the bar.

Brew published the first Pints & Profits report in 2024, arguing that digital marketing had become a driver of venue choice.

Two years on, the agency believes the shift has accelerated. This edition examines how changing consumer behaviour, digital discovery and AI-powered search are reshaping how people choose pubs and bars.