Insurance Customers Welcome AI—With Reservations About Who Really Benefits
While insurance customers demonstrate willingness to embrace artificial intelligence, nearly seven in 10 believe their insurers stand to gain far more from the technology than they do, according to a J.D. Power report that reveals a critical gap between consumer acceptance and consumer trust.
Artificial intelligence has become increasingly woven into the consumer experience, and insurance customers are no exception.
Yet this apparent openness masks a significant concern: only 26% of customers believe the benefits will be shared equally between insurers and policyholders. The survey data suggests that as AI deployment accelerates throughout the insurance industry, consumers remain convinced that tech investments serve corporate interests rather than customer interests.
Drawing Lines on Convenience and Trust
Consumer comfort with AI divides sharply based on the nature of the task, J.D. Power found. Customers embrace AI for automating routine interactions: claims status updates, billing management, and basic customer service inquiries rank among the most acceptable uses. These applications offer transparent benefits for the customer experience, the report noted.
The comfort level evaporates when AI moves into consequential decisions. Nearly half of customers surveyed express discomfort with AI processing their claims.
Even more telling is customer resistance to AI-powered pricing, the survey report said. One-third of customers believe AI pricing should remain restricted until companies demonstrate protections against bias and ethical violations. Another 30% would accept AI pricing only under strict safeguards for fairness and explainability. Just 15% support unrestricted AI use in policy pricing.
The Business Case for Transparency
Insurance companies looking to expand AI integration face a clear strategic imperative: prove the customer value proposition, according to J.D. Power. The industry’s challenge is not technological but persuasive.
“Before doubling down on tech, companies need to peel back the curtain and explain the customer benefits to using AI in their decisioning. Insurers that can get that customer buy-in will have an easier time using AI to reshape their processes,” the report’s authors said.
View the survey findings here. &

