Vodafone and Google Pixel bring AI to Britain's pub quiz

Vodafone and Google Pixel have brought the debate of phones vs no phones to the table by reimagining a beloved British pastime, enlisting Roman Kemp to host the UK’s first AI-assisted pub quiz.

34% of pub quizzers wish they could openly use smartphones and AI in a pub quiz when tough questions leave them scratching their heads, according to new research from Vodafone, The Nation’s Network.
43% of the pub quizzers admit to dabbling in a bit of pub quiz cheating, with the vast majority (89%) of those who admit to cheating secretly reaching for their phone under the table to look up a speedy answer.
Unsurprisingly the younger generations are the keenest on AI-assisted quizzing, with nearly half (47%) of under 35-year-olds supporting the idea, compared to only 12% of over 55’s.
Vodafone’s fast and reliable network powered a race-against-the-clock challenge, where quizzers used Gemini Live, the real-time voice assistant on Google Pixel 10, to answer questions that relied as much on strong connectivity as quick thinking.
See how participants fared in the ultimate tech-powered trivia showdown on YouTube.

The pub quiz has long been a cornerstone of British culture, with 41% of the nation saying they love the ritual that brings people together and sparks a bit of friendly rivalry. The introduction of smartphones to pub quizzes has transformed this experience, making play faster, more interactive and more immediate, while also blurring the line between fair play and cheating. With phones now embedded in most Brits everyday life, the question is: do they belong at the quiz table and, if so, what role should they play?

New research from Vodafone has revealed 43% of pub quizzers confess to having cheated in a pub quiz, despite most (84%) believing it’s wrong. From having a quick Google under the table to look up answers (39%) and overhearing another team’s answers (39%) to sneaking a look at rival teams’ answer sheets (24%) and even going to the toilet to look up an answer on their phone (22%) – questionable tactics are more common than many would like to admit.

93% of pub quizzers have been stumped or unable to answer a tricky trivia question when participating in a quiz. As a result, 34% say they would welcome the ability to openly call on smartphones and the power of AI for a helping hand when trivia gets tricky, challenging the longstanding social taboo around using phones during gameplay.

With 40% of quizzers wishing quiz rounds could officially involve smartphones, Vodafone has stepped in to make ‘phoning a friend’ fair game, with a little help from Google Pixel.

The Nation’s Network hosted the UK’s first AI-assisted pub quiz, where reaching for your smartphone is the opposite of cheating. The quiz with a difference saw trivia meet tech IRL, with phones and AI essential to help find the correct answer.

of quizzers wish quiz rounds could officially involve smartphones

40%

believe they could answer even the trickiest of questions correctly with a hint or a clue.

63%

of those who have used smartphones to look up answers have been stopped by slow signal or unreliable WIFI

81%

Held in London with Roman Kemp at the helm, punters partnered with a new type of teammate – Google Pixel 10 – harnessing its Gemini Live video functionality as the ultimate quiz companion, on Vodafone’s fast, reliable network.

Racing against the clock with key clues delivered via voice command, participants used Gemini to help access the essential information needed before putting their trivia skills to the test to complete the answer. For example, participants used Gemini Live with Camera to point out three plants, allowing the assistant to seamlessly identify them in real-time.

Once all three plants were confirmed, teammates worked together to connect the dots and figure out what the three had in common. Fun, fast and seamless – with no awkward, under-the-table typing or anxious waits for the search page to load. It’s the pub quiz, evolved for the digital age.

Roman Kemp said: “I love a pub quiz but, normally, having your phone out is a big no-no. Even if you’re just checking in with mates or keeping an eye on the time, everyone assumes you’re Googling your way to glory. And often, the connectivity isn’t good enough anyway!

That’s where The Nation’s Network can make a difference. Vodafone’s fast, reliable, award-winning network, combined with the power of Google Gemini, completely transformed a typical pub quiz and made a smartphone the ultimate teammate. Who knows what pastime they’ll reinvent next?”

If you find yourself sweating when the quiz topic turns to art and literature, sport or science, don’t worry – you’re not alone. These subjects have been revealed as the top three most difficult quiz rounds by Brits, although 63% believe they could answer even the trickiest of questions correctly with a hint or a clue.

of regular pub quizzers think quizzes would be more fun if smartphones were integrated into gameplay

58%

of under 35-year-olds support the idea of AI-assisted quizzing

47%

of over 55's support AI-assisted quizzing

12%

Which is why 58% of regular pub quizzers think quizzes would be more fun if smartphones were integrated into gameplay – combining connectivity and brainpower to unlock clues.

However, the vast majority (81%) of those who have sneakily used smartphones to look up answers in the past have been stopped by slow signal or unreliable WIFI, leaving them helpless mid-question and highlighting the importance of fast and reliable connectivity.

When it comes to AI-assisted quizzing, it’s no surprise that the younger generation is the most enthusiastic, with nearly half (47%) of under 35-year-olds supporting the idea, compared to just 12% of over 55s – a near four-fold gap in enthusiasm!

A Vodafone spokesperson said: “Trivia quizzes have always been about bringing people together, testing knowledge, and enjoying a bit of friendly competition. With AI becoming increasingly ingrained in everyday life, we’ve partnered with Google Pixel to integrate it into one of the nation’s favourite pastimes, demonstrating how important a fast, reliable connection is to deliver this technology seamlessly.”

To see how the ultimate tech-powered trivia showdown went down, watch the video.

Google Pixel 10, equipped with Gemini, is available at Vodafone from £23.50 a month with a £30 upfront cost, which includes a saving of up £756 on their Phone and Airtime plan.

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Notes to editors

Research commissioned by Vodafone, via a survey of 2,000 UK Respondents (Nat Rep 18+) carried out by 3Gem Research from 27.02 – 03.03 2026.

About VodafoneThree

VodafoneThree is the UK’s largest mobile network operator serving the fixed and mobile market, formed following the merger of Vodafone UK and Three UK in June 2025.

Through an unprecedented £11 billion investment, VodafoneThree will build the UK’s best network. The network will deliver reliable, quality connectivity to all nations and regions, creating as many as 13,000 jobs and laying a digital foundation for the country’s growth ambitions. VodafoneThree is the only mobile network operator with a fully funded, regulated and guaranteed network build plan, reaching 99% 5G Standalone population coverage by 2030 and 99.96% by 2034. From big cities to small towns, and everywhere in between, the company’s mission is to build the UK’s best network.

VodafoneThree is a private company, 51% owned by Vodafone and 49% owned by CK Hutchison Holdings. It encompasses all businesses and assets, including Vodafone UK, Three UK, VOXI Mobile, SMARTY and Talkmobile.

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Eyes down, phones up: Vodafone and Google Pixel bring AI to Britain’s pub quiz in UK first, as 43% of quizzers confess to ‘cheating’