Humans Still Matter to Insurance Consumers, Says Big ‘I’ Survey

There is some good news, according to the Independent Insurance Agents & Brokers of America, as the use of artificial intelligence proliferates across the industry. People still prefer people. A survey commissioned by the Big “I” found 87% of consumers said having a human insurance agent is important when making insurance decisions. A little more than half of respondents said human agents are preferred when filing an accident, storm, or a major claim. Only 6% were comfortable relying on AI alone. 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,” Charles Symington, Big “I” president & CEO, said in a statement. “That combination is what gives clients confidence and peace of mind, especially when navigating a complex market.” Nevertheless, 61% of the 400 consumers surveyed across the nation said they would prefer an agent who uses AI to tailor coverage and speed up the process. Most said AI adds value in comparison shopping, answering general insurance questions, and claims status updates. About two-thirds (67%) were positive to the use of AI to identify coverage gaps, answer questions quicker, and improve customer service. Nearly 40% expressed support for AI use so long as human insurance professionals stay involved. Still, 38% of respondents said AI would be better at serving customers in five years. Twenty-one percent said they expected “no real change,” and 26% said “worse.” “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.” Nineteen percent said faster responses would make them more likely to stick with an agent, while 18% said a personal relationship would do make them stay. Others cited better pricing, a mobile or text option, and plain policy language. Topics Trends Agencies Was this article valuable? Thank you! Please tell us what we can do to improve this article. Thank you! % of people found this article valuable. Please tell us what you liked about it. Here are more articles you may enjoy.