The human touch, augmented

Basic personalization, such as using a customer's name in an email, is now table stakes. True connection requires a deeper understanding. AI can process vast amounts of data to uncover insights into a customer's life, needs, and context. But data alone doesn't build relationships. The human advisor, armed with these insights, is the one who translates information into a meaningful conversation.

Imagine an advisor preparing for a policy renewal. AI highlights recent life events, like a new home purchase or a teen starting to drive. Instead of sending a generic renewal notice, the advisor starts a conversation about adjusting coverage to fit the family's new reality.

AI provides the what. The human delivers the why – with empathy and expert advice.

The old model of insurance is reactive. A customer has an accident, they file a claim, and a process begins.

The new model is proactive. AI anticipates needs and flags moments that matter. Empowered humans step in to provide reassurance and expertise when it counts.

Consider high-risk areas prone to natural disasters. AI can assess weather patterns, predict disasters, and estimate potential damages. The system flags the risk and notifies an agent. The agent then contacts the customer – not with a chatbot, but with a personal call. They offer warnings, safety tips, and next steps in case a hurricane hits.

This gives the customer lifesaving information and a chance to document their assets before a disaster, not after. The insurer becomes a partner in life.

The customer protects their assets.

Insurers see reduced claims and faster processing.

Loyalty grows.

And while AI is transforming customer support, people still want a human touch during crises. Our recent insurance customer study found that:

• 59% of customers expect access to live agents during a crisis

• Only 10% are comfortable relying solely on AI-driven chatbots

This underscores the need for a balanced approach, where AI handles routine tasks and humans step in to provide expertise and reassurance when it matters most.

Not all tasks are created equal. Automation is great for streamlining routine processes like data entry, simple status updates, and gathering initial information. This frees your most valuable resource – your people – to focus on high-empathy, high-complexity work that builds loyalty.

Take, for example, a leading insurance company that implemented an AI-driven document intelligence solution in its claims department. This tech reads, interprets, and analyzes lengthy legal and medical documents, summarizing key information and highlighting critical items the company needs to focus on. With its routine tasks automated, the adjusters were free to shift their focus to complex cases – and, more importantly, to supporting customers directly. The result? Higher satisfaction scores and a more compassionate claims experience.

When automation handles the administrative burden, your adjusters can spend their time with the customer. They can listen, offer guidance, and navigate the emotional challenges that follow a loss.

Automation handles the transactional. Humans elevate the transformational. The process becomes faster, more efficient, and more human.

Trust is critical in insurance. Yet recent research shows that only 50% of customers trust their insurers to provide accurate, personalized quotes. More than half of US insurance customers view their provider's use of AI negatively or feel neutral about it. Insurance companies need to close this trust gap.

Customers don't see channels or departments. They see one brand. Yet they are often forced to repeat themselves as they move from a website to a call center. A fragmented system on the back end creates a fractured customer experience.

AI can weave these touchpoints into a single, seamless journey. It can help ensure that when a customer calls, the agent has the full context of their previous interactions, whether online or via a mobile app. This seamless flow of information eliminates frustration and makes every conversation feel personal and efficient.

The technology creates the unified foundation, but it's the agent who uses that context to build a genuine, authentic connection.

Insurance is at an inflection point. Clinging to outdated service models is no longer an option.

The winners will be those who recognize that the greatest value of AI is its ability to unlock human potential.

Looking ahead, research suggests that customer service will be a major focus for AI investment in the next 1–3 years. The challenge: scale AI in ways that enhance efficiency and human connection. It is important to remember that while AI can be a powerful tool, its adoption does not guarantee improved customer satisfaction or loyalty. Success relies on thoughtful integration with human expertise and a focus on genuine customer needs.

This is not a story about technology replacing people. It's about empowering people with technology. It's about shifting our focus from simply processing transactions to building lasting relationships.

The tools are here. It's time to build a future where customer service is your greatest competitive advantage.

The question is, what's the first step you will take to augment your human touch?