AI for Smarter Work and Stronger Teams

Insurance has always been about people and relationships—and that won’t change, even as artificial intelligence reshapes how professionals work.

Before 2020, agents would tell me they didn’t want to implement a client-facing portal like InsurLink or an e-payment platform because they felt that was part of their human connection with clients.

When the COVID-19 pandemic unfolded, agents scrambled to put those same technologies in place. As we see now, client portals and e-payment platforms didn’t replace agents, they just replaced tasks that could be automated with technology.

I see AI in a similar light. Technology isn’t replacing the agent. Technology is augmenting what agents do best— the human element of the business of insurance.

At the same time, we all know that brokerages are facing a shortage of new talent. Agencies are turning to AI to boost efficiency and ease workloads. By adopting responsible, insurance-specific AI, agencies can not only modernize operations but also appeal to a new generation of industry talent and build stronger, more connected teams for the future.

AI for Agency Efficiency

Across an agency’s core functions, AI is already driving efficiency. For example, agencies are adopting digital copilots to support customer service representatives (CSRs), guiding them on responding to emails, referencing the right documents, and addressing complex questions in real time.

AI also adds a personal touch to client communications by tailoring messages to each customer’s profile, creating interactions that feel more relevant and authentic. When every CSR communicates consistently and professionally, it strengthens the agency’s credibility, builds lasting relationships, and reduces the risk of errors or omissions.

The technology’s ability to process large volumes of unstructured data is transforming back-office operations. Tasks like reconciling carrier statements— often manual or outsourced—can be largely automated, saving significant time. Teams using these features are able to focus on higher-value, relationship-driven work such as proactive policy reviews, identifying coverage gaps, and resolving claims quickly with empathy and context.

As agencies continue to integrate AI into daily operations, the next wave of innovation will focus on making information more accessible and actionable.

We’ll see AI-driven search, which will transform how users access data. Instead of clicking through multiple menus or manually locating a client’s file, an agent can simply ask, “What active policies do I have for customer XYZ?” and instantly receive the answer. This kind of intelligent search fundamentally streamlines navigation and speeds up access to existing data within a platform.

Ultimately, this functionality will extend to unstructured data—allowing users to ask questions about information not stored in traditional fields, such as policy exclusions buried within attached documents. The AI will identify, read, and extract relevant details automatically, eliminating time-consuming manual searches.

This advancement will address the broader challenge of data ingestion across the industry by dramatically accelerating conversion of unstructured information into structured, usable data.

The Next Generation’s Tech Expectations

Agencies winning the recruitment race today are using tools and workflows that feel as simple and smart as the apps people rely on in their personal lives. This kind of low-friction tech sends a clear message: the firm values efficiency and expertise, not busywork.

That appeals to the next generation of insurance talent, who expect seamless, modern technology in the workplace. Firms that don’t offer integrated, intuitive digital tools risk losing great employees to those that do.

But even as agencies are focused on bringing in new hires, they are equally as consumed with transitioning retirees or those moving on to other organizations. Team members moving on is inevitable, and when they do, clean, organized data becomes essential to effective succession planning. When an agency’s client information, policy details, and operational records are accurate and easily accessible, it’s far easier to transition responsibilities smoothly. This helps future leaders step into their roles with confidence.

At Vertafore, we’ve seen firsthand how investing in people through technology creates long-term value. Our recent company-wide AI Immersion Week gave the entire organization time to dive deep into practical uses of artificial intelligence—exploring security, real-world use cases, and integrating AI into daily workflows to drive internal efficiency and better serve our customers. It was an investment in both our technology and our talent.

Agencies can take a similar approach by dedicating time for employees to learn together, experiment safely, and grow as a team.

Act Now

1. Pilot AI in one high-friction workflow: Start with a workflow that takes up time but doesn’t add value, like inbound triage, direct-bill reconciliation, or policy checking. Track how long those tasks take today, run a short pilot, and see what changes.
2. Put simple guardrails in place: Establish a few ground rules—what’s OK to paste into public tools, what needs review, who makes the final call—and pair them with training sessions. The goal isn’t to slow people down, it’s to help them use AI safely and confidently. This also insures that the agency does not open itself up to an E&O claim due to use of the technology.
3. Keep a human in the loop: AI can draft or reconcile, but it shouldn’t make the final decision. A human review preserves accuracy and compliance.
4. Use tools built for insurance: Insurance is a complex, highly regulated industry with added risks around personal data. The most effective agencies use solutions built specifically for insurance that integrate seamlessly with their AMS and daily workflows. While many new tools exist, those that understand coverage, compliance, and carrier data deliver the greatest long-term value.
5. Measure what matters: Track improvements in speed, backlog reduction, and employee satisfaction. The greatest impact comes when agencies reinvest time saved into customer relationships and coaching. Consider an employee recognition program, such as a monthly or quarterly “AI Champion” award, to celebrate team members who effectively apply AI and inspire broader adoption.
6. Lean on trusted partners: No agency has to navigate AI alone. Working with trusted, innovative technology partners to learn what’s working elsewhere, and which integrations are ready for real-world use, helps teams move faster with confidence.

The next step is simple: start somewhere. Choose one workflow or use case and learn from it. Agencies and brokers that partner with their tech providers and embrace AI now will lead in this new era. Leading in the AI era goes beyond adopting new technology—it’s about building a culture of curiosity, adaptability, and continuous learning.