Young people are increasingly turning to AI tools and social media to guide their careers, and in some cases replacing advice traditionally provided by parents and teachers, according to a new report published today by accountancy and business advisory firm BDO.
BDO’s ‘Young Minds 2026: The Unequal Advantage’ report, based on a survey of 2,000 18–25-year-olds, highlights a growing shift towards digital sources of guidance amid widening inequalities in access to opportunity.
The research shows that three quarters of young people now use digital sources to inform their career decisions, including AI tools (29%), social media influencers (25%) and other online research (21%).
Worryingly, those from a lower socio-economic background are more likely to rely on these tools than they are on family networks and teachers, underlining a structural gap in access and advice. It also highlights a growing risk that technology is substituting, rather than complementing, structured careers guidance.
