The UK AI Curiosity Map
AI curiosity ranked across the top 35 UK towns & cities
Use of generative AI like ChatGPT, Gemini and Perplexity is growing, but adoption isn't happening at the same rate everywhere. We've mapped AI curiosity across 35 major UK towns and cities to show where consumers are switching to AI search the fastest.
For businesses that operate in a high-curiosity city, a higher percentage of consumers are already using AI search tools to make buying decisions. This means that if a brand isn't visible in AI answers, it is never in the conversation.
Key findings
1. Leeds: The UK’s AI Curiosity Capital
Leeds ranks as the most AI-curious city in the UK. It holds the highest interest per capita nationwide, placing above larger hubs like London, Manchester, and Birmingham. It's critical for businesses in Leeds to consider how visible they are in AI search.
2. South Coast Curiosity Clusters
The South Coast is a significant hotspot for AI curiosity & adoption, with Bournemouth, Plymouth and Portsmouth all ranking in the top 10. These locations show higher per-capita adoption of AI than the majority of the UK’s primary economic centers.
3. East-Midlands Outpacing 'Tech' Hubs
East Midlands cities Leicester, Northampton, and Coventry show higher curiosity scores than traditional tech cities. Notably, Edinburgh and Nottingham rank near the bottom of the index despite their academic and tech reputations.
4. Bristol’s Early Adopter Status
Bristol reinforces its position as a top performer for AI interest. It is one of the few cities where high curiosity scores consistently align with its established reputation as a technology hub.
5. London: High Volume, Low Intensity
London generates the highest total interest because of the high population, but sits mid-table for curiosity per capita. This confirms that AI interest is no longer concentrated in the capital and has decentralised across the UK.
6. Traditional Metros Underperform
Several major cities rank significantly lower than expected given their size and tech ecosystems. Manchester, Birmingham, and Edinburgh all show surprisingly low curiosity scores, with Edinburgh ranking near the bottom of the 35-city index.
City Leaderboard
Which UK Towns & Cities Are Most AI Curious
1. Leeds
2. Leicester
3. Bournemouth
4. Northampton
5. Bristol
6. Portsmouth
7. Plymouth
8. Coventry
9. Reading
10. Kingston
11. Stoke
12. Glasgow
13. Newcastle
14. Belfast
15. Wolverhampton
16. Wakefield
17. Brighton
18. Swindon
19. Bradford
20. London
21. Middlesborough
22. Liverpool
23. Derby
24. Luton
25. Manchester
26. Sheffield
27. Milton Keynes
28. Birmingham
29. Cardiff
30. Exeter
31. Southampton
32. Sunderland
33. Nottingham
34. Watford
35. Edinburgh
Curiosity Map
Click the interactive map to view cities
Methodology
What data did we use
To estimate AI adoption by city, we compared how often people search for AI tools relative to the size of the local population.
The calculation was done by city: Average monthly Google search volume for “ChatGPT” + "Gemini" ÷ Population
Data sources:
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Population: Google Keyword Planner (ads-reachable population)
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Search volume: Google Keyword Planner (average monthly searches)
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Period: Q4 2025
Important note on population data:
The population figures used here represent Google Ads–reachable audiences, not census residents. This makes the metric directionally useful for comparing relative AI interest between cities, rather than estimating absolute adoption levels.
Speak to an
AI search expert
Will Tombs is the Founder of Buried. He’s an award-winning growth marketing specialist and expert in SEO and GEO, with over 12 years’ experience in the industry. Will has led digital strategy for startups that have gone on to be acquired, international enterprise retailers, and his own e-commerce businesses.