Consumers are increasingly receptive to artificial intelligence in the insurance-buying process; however, they still place a high value on an agent’s “human touch,” according to a new national survey commissioned by the Independent Insurance Agents & Brokers of America (Big “I”).
Among the key findings from The Big “I” survey is that 87% of respondents said having a dedicated insurance agent remains important to them when making decisions about their insurance coverage. At the same time, 61% of those surveyed said they are more likely to choose an insurance agent who uses AI and other modern technology to enhance customer service by providing faster, more personalized service rather than replacing the agent and their expertise entirely.
“This survey confirms that consumers want to deal with a trusted adviser when they shop for insurance coverage,” said Charles Symington, Big “I” president & CEO. “AI can speed up the process, but it can’t replace what an independent agent brings: market access, deep product knowledge and a relationship built over time. That combination is what gives clients confidence and peace of mind, especially when navigating a complex market.”
The findings indicate that consumers are receptive to using technology for speed and routine functions while retaining access to an insurance professional for advice and important insurance decisions.
Two-Thirds Respond Positively to AI in Insurance
As AI gains acceptance in daily life, 67% of respondents responded positively to the use of AI when dealing with their insurance. In particular, consumers identified several areas where they believe AI can add value, including comparing insurance quotes, answering general insurance questions and providing claim status updates.
However, this positive percentage plummeted as the insurance issue became more complicated, with the survey showing a stronger preference for keeping an insurance professional involved. Among respondents who viewed AI positively, the largest group, 39%, said they supported its use as long as a human insurance professional remained involved.
The preference for human assistance was particularly strong when consumers were asked about major events, such as accidents, storms, or significant claims. The Big I says that during a storm, accident, or major claim, 51% of consumers want to deal with a dedicated agent who knows them personally. Just 6% said they would rely on AI alone in those situations.
Phone Calls Remain Top Communication Choice
Despite growing acceptance of technology, consumers continued to favor traditional communication methods for updates and routine questions. A phone call was the most frequently selected option, cited by 28% of respondents. Email followed at 23%, while 21% preferred text messages.
When asked what would make them more likely to remain with an agent, 19% cited faster responses and 18% identified a personal relationship. Better pricing was cited by 17%, followed by a mobile or text option at 16% and plain-language expectations at 15%.
“As AI advances within the industry and becomes more broadly integrated into our daily lives, agents must make sure their customers get speed and convenience without losing the personal guidance and expertise that matters most,” said Kevin Brandt, executive director of Trusted Choice. “Consumers are not choosing between technology and personal service— they increasingly expect both.”
Losing Access to an Insurance Professional Tops AI Concerns
When respondents were asked about AI and the insurance industry over the next five years, their most frequently cited concern was “losing the ability to work with a trusted insurance professional,” selected by around one-third of respondents.
The next most frequently identified concerns were “privacy and how my data is used” and “AI making mistakes on my policy or claim.”
Opinions were more divided when respondents were asked whether agents using AI tools would be better or worse at serving customers five years from now. Thirty-eight percent said agents would be “better,” while 26% said “worse” and 21% expected “no real change.” The remaining respondents were “unsure.”
The Big “I” said automating routine tasks can allow agents to spend more time helping clients evaluate risks, understand coverage options, navigate claims and build relationships.
Survey Methodology
The findings are based on a national survey of 400 U.S. adults conducted by Mfour Data Research through mobile targeting. Respondents were age 25 or older and had home, auto and/or business insurance.
Founded in 1896, the Independent Insurance Agents & Brokers of America represents more than 25,000 agency locations. Its members offer property, casualty, life, health, employee benefits and retirement products from multiple insurance companies.
