Empathy in claims: How AI helps humans be more human
What survey-takers say:
Creating a genuine human connection and emotional bond with clients is something that can’t be replaced—and it’s especially important when potential loss is involved.”
Only humans can truly understand the emotional impact of a loss, navigate complex ethical dilemmas, and interpret subtle context or cultural nuances that influence decisions.”
A claim is one of the most emotionally charged moments in the insurance lifecycle. A client might see their policy in reality for the first time. And in those moments, agents bring warmth and understanding that help clients feel safe and reassured.
Industry professionals repeated the idea that empathy, understanding, and a “human touch” are necessary parts of the insurance business. Agents can provide clients reassurance when they are uncertain, understanding when they don’t know what coverage really means, advocacy when they need someone in their corner, and compassionate communication when they get bad news. AI and automation will never replace those parts of the job but can make it easier to find the time it takes to do the job right.
AI and automation make it easier to respond quickly with accurate information, without forcing agents to hunt through emails, PDFs, or carrier portals. Tools that automate data entry or searching across software can present insights when they’re needed and make it easier for information to be shared across parts of the business. When the details are connected and accessible, agents spend less time reconstructing what happened and more time listening, guiding, and keeping things moving.
Many teams are already using automation tools that make it easy to access information on claim status, get carrier notifications, and manage approvals so a claim doesn’t stall in an inbox.
Customer service and advising: AI provides data for human interpretation
What survey-takers say:
In insurance, we don't have an actual, tangible asset that the client can hold. Customer service is our best asset.”
Humans will always do a better job meeting people where they are in life and developing a personal plan for them to achieve goals and protect what matters.”
When a client is looking for help, they prefer to get a direct response from their agent, and they prefer it to come quickly. For all of the more routine tasks outside of an urgent claim, AI tools make it easier to give the prompt, personal service that clients expect.
Whether a client is looking for a quote or wants to understand policies, or get advice on their risk, AI can help make better sense of client data. The result is that you can be better informed to make creative coverage plans or provide risk information to protect clients. AI is already being used to extract and map information into documents to speed up workflows, and take advantage of business opportunities by spotting renewal risks, cross-sell opportunities, and identifying coverage gaps so teams can prioritize proactive outreach.
AI can help you find key insights to act on, like predicting client retention or anticipating client needs by surfacing cross-sell opportunities. Those insights help independent agency professionals serve their clients by giving them the answers and advice they need when they ask for it.
Communication tools: Automated communications deepen relationships
What survey-takers say:
AI cannot replace the human, person-to-person relationships we establish with our clients on a daily, weekly, monthly, and yearly basis while working with our clients.”
We can form meaningful relationships with clients that build a foundation of trust that encourages more business.”
People provide the personal touch. AI helps connect data, provide reminders, and reduce the effort it takes to reach the right clients with the right message.
AI-powered communication tools are helping agencies personalize outreach at scale by using AI to ensure the right content goes to the right person at the right time and making it easier to track effectiveness over time.
People still drive face-to-face interaction and build long-term relationships with clients that are valuable for retention and cross-selling. AI tools help make sure communication is proactive, that it keeps moving, and that it’s relevant to each client.
How AI powers the relationship business
The role of AI isn’t to replace the human work of insurance. It’s to remove the friction around it, so agencies can respond faster, keep information connected, and communicate more proactively—and agents can spend more time listening, guiding, and advocating.
Read our 2026 Agency trends report to see how other agencies are preparing for what’s coming this year. If you’re evaluating AI in your agency, start with the moments that matter most to clients: claims workflows, service efficiency, and client communications.
The right tools make it easier to deliver a consistent, high-touch experience at scale, which strengthens retention and makes growth easier to sustain.
