Insurance consumers are becoming more comfortable with artificial intelligence, but most still want a human insurance professional involved when making coverage decisions, according to a new national survey commissioned by the Independent Insurance Agents & Brokers of America (Big “I”).
The survey found that 87% of respondents consider having a dedicated insurance agent important when making insurance decisions. At the same time, 61% said they would be more likely to choose an agent who uses AI and other modern technology to provide faster, more personalized service.
The results suggest consumers increasingly view AI as a tool that can complement an agent rather than replace one.
About 67% of respondents had a positive view of using AI to identify coverage gaps, answer questions faster and improve customer service. Among those who viewed AI positively, 39% supported its use as long as a human insurance professional remained involved.
Charles Symington, president and CEO of the Big “I,” said AI can make the insurance process faster, but consumers continue to value the market access, product knowledge and long-term relationships provided by independent agents.
Human assistance was especially important during major insurance events. When dealing with accidents, storms or significant claims, only 6% of respondents said they would rely solely on AI.
Consumers identified comparing insurance quotes, answering general insurance questions and providing claim status updates as areas where AI could add the most value.
Traditional communication also remains important. Phone calls were the preferred method for routine questions and updates among 28% of respondents, followed by email at 23% and text messages at 21%.
Looking ahead five years, 38% of respondents believe agents using AI will become better at serving customers. Another 21% expect little change, while 26% believe service could become worse. The remaining respondents were unsure.
Consumers also expressed concerns about increased AI adoption. The most frequently cited concern was losing the ability to work with a trusted insurance professional, followed by concerns about data privacy and AI making mistakes involving policies or claims.
Kevin Brandt, executive director of Trusted Choice, said agents will need to balance the speed and convenience offered by AI with the personal guidance and expertise customers continue to expect.
For independent agencies, the findings indicate that consumers are not necessarily choosing between technology and personal service. Instead, many increasingly expect agencies to provide both.
Information for this article was provided by Big “I”. Views and claims expressed in this article are those of the source company and do not necessarily reflect the views of AgencyEquity.com. This article may have been edited with the help of AI.
