Misinformed but engaged: How brokers will stand out among AI advice
Brokers will stand out from artificial intelligence by providing context and myth busting, as customers are increasingly using AI but trust remains the biggest barrier to uptake.
That’s according to experts Insurance Age spoke with.
The fast behavioural shift has happened quicker than most distribution strategies expected or adapted to, Steve Smith, sales and marketing director at SSP UK and Ireland suggested.
“Does that shift help brokers by delivering better-informed and more engaged customers, or does it hinder them by inserting a layer of confident, occasionally wrong, machine-generated advice between the consumer and the professional?
“It is likely to do both, and
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