Insurance Customers Want AI Speed Plus Human Agents, Not One or the Other

Insurance consumers reject the either-or framing on AI

A national survey commissioned by the Independent Insurance Agents & Brokers of America reveals a clear consumer preference: they want both artificial intelligence efficiency and human expertise, not a choice between the two.

The research, conducted by Mfour Data Research, found that 87% of consumers consider having a dedicated human insurance agent important even as carriers and agencies accelerate AI adoption. At the same time, 61% said they're more likely to choose an agent who uses AI and modern technology.

"This survey confirms that consumers want to deal with a trusted adviser when they shop for insurance coverage," said Charles Symington, president and CEO of the Big "I." "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."

Where AI acceptance drops sharply

Consumer comfort with AI varies dramatically by task complexity. About 67% view AI positively when deployed for identifying coverage gaps, answering routine questions faster, or improving service quality. However, 39% of that group said their support depends on keeping a human professional involved.

The preference for human involvement becomes stark during high-stakes moments. When asked about accidents, storms, or significant claims, only 6% of consumers said they would rely on AI alone.

Phone calls remain the preferred communication channel for routine updates and questions, cited by 28% of respondents, followed by email at 23% and text messaging at 21%. Consumers indicated AI adds the most value in narrow tasks like comparing quotes, answering general questions, and providing claim status updates rather than handling complex decisions.

The pattern holds across multiple studies

These findings align with separate consumer research published earlier this year. An Insurity survey from February 2026 of more than 1,000 US adults found 46% comfortable letting AI generate a quote, but only 16% comfortable with AI deciding on policy renewals or cancellations, and just 22% comfortable with AI filing a claim on their behalf.

A separate ERGO NEXT survey of small business owners found 94% of entrepreneurs who used AI to research business insurance trusted the information, but most still consulted a human agent for anything beyond initial research.

The adoption gap on the agency side

The consumer expectations revealed in this survey sit against notably slower AI adoption among independent agencies themselves. A separate Big "I" Agents Council for Technology study found that while two-thirds of independent agencies plan to increase AI use in the next year, only 8% currently have it embedded in daily workflows, and 55% have no written AI policy at all.

Looking ahead, consumers' biggest concern about AI's growing role over the next five years was losing the ability to work with a trusted insurance professional, cited by roughly a third of respondents. Data privacy concerns and worry about AI errors on policies or claims followed closely.

Why it matters

For independent agents deciding how aggressively to adopt AI tools, this research suggests a clear path: deploy automation for well-defined, low-stakes tasks while keeping humans clearly positioned as the point of contact for claims, major losses, and coverage decisions. Given that 19% of respondents said faster response times alone would make them more likely to stay with their current agent, agencies that can visibly demonstrate they're using modern tools without removing the human element may gain a genuine competitive advantage. The gap between what clients say they want and what most agencies have actually built represents both a risk and an opportunity.

The findings were first reported by Insurance Business.