Consumers want AI speed plus a human agent — most reject AI-only service

Agents & Brokers of America commissioned a national survey (fielded by Mfour Data Research) to assess how consumers view AI in insurance. The results show a clear preference for combining technology with human agents rather than replacing people with AI.

How consumers split tasks between AI and humans

Most consumers accept AI for specific, low-risk tasks. About two-thirds (67%) view AI positively when it's used to identify coverage gaps, answer questions faster, or improve service. Within that group, the largest share (39% of respondents) said they support AI only when a human professional remains involved. Consumers see AI as most useful for comparing quotes, answering general questions, and providing claim status updates.

Attitudes shift sharply for high-stakes events. When asked about accidents, storms, or significant claims, just 6% said they would rely on AI alone. That gap shows consumers want human judgment and access to a trusted adviser during complex or emotionally charged events.

For routine updates and questions, phone calls are still the top channel at 28%, followed by email at 23% and text messaging at 21%. That mix suggests convenience matters, but direct human contact retains a strong role.

Consistency with other industry surveys

Consumers' top concern about AI over the next five years is losing the ability to work with a trusted insurance professional, cited by roughly a third of respondents. Data privacy and the risk of AI errors on a policy or claim were also named as significant concerns. When asked about the future impact of AI used by agents, respondents were split: 38% said agents using AI would serve them better in five years, 26% said worse, 21% expected no real change, and the remainder were unsure.

Agency readiness and the implementation gap

The consumer desire for agents who use modern tools clashes with actual agency deployment. A separate Big "I" Agents Council for Technology study found two-thirds of independent agencies plan to increase AI use in the next year, but only 8% currently have AI embedded in daily workflows. Additionally, 55% of agencies have no written AI policy. That mismatch creates a structural tension between customer expectation and agency capability.

The survey suggests a conservative, practical approach: deploy AI for narrow, well-defined automation—quoting, status updates, simple Q&A—and keep a clearly identifiable human adviser as the decision point for complex issues. Agents who provide both speed and clear human access stand the best chance of aligning with consumer preferences.