AI brings disruption as well as opportunity for brokers

ATLANTIC CITY, N.J. - Artificial intelligence is bringing disruption as well as opportunity, and brokers are in a race to define their role in the AI era.

Will Johnson, CEO and cofounder of Gyde, discussed how brokers are using AI to scale their service and revenue during the National Association of Benefits and Insurance Professionals annual convention.

“AI can finally allow us to do what we signed up to do when we started in this business – serve clients,” he said.

Johnson described AI as becoming “an active workforce of agents that can support research, coordination, communication and execution like an extension of your team.”

AI allows brokers more time to meet with clients, he said.

“AI is a force multiplier for your business. It gives you more capacity without bringing in more headcount.”

Brokers are using AI for enrollment and onboarding, client service and engagement.

The winning formula in AI

But brokers must not fear being replaced by AI, Johnson said.

“The winning formula is not humans versus AI but humans plus AI,” he said.

Another case for AI is not just a greater ability to serve clients, but the survival of the agent field force.

“There is an existential risk for our industry,” Johnson said. “There are six agents retiring for every agent coming in to the business. We need to find ways to serve our population and AI can help.”

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Susan Rupe is editor in chief, magazine, for InsuranceNewsNet. She formerly served as communications director for an insurance agents' association and was an award-winning newspaper reporter and editor. Contact her at [email protected].