Insurance distribution is at the inflection point of profound change. While agents and brokers remain the backbone of the industry, the rapid advance of generative and agentic artificial intelligence, shifting customer expectations and evolving regulatory frameworks are converging to disrupt established models.
Reimagining insurance distribution.
When algorithms become advisors. Read the full paper here.
The future of personal insurance distribution is likely to evolve along three co-existing models: Empowered agents supported by GenAI, a hybrid model where humans and machines share roles, and a fully automated future where agentic AI handles distribution almost entirely.
Each of these models presents both opportunities and risks. Insurers must make their choices now by rethinking their distribution models, investing in technology and talent, and preparing for a market where the rules are being rewritten. However, current AI agents are not yet capable of fully autonomous, mathematically rigorous, or contextually aware advisory, especially for multi-stage interactions and tasks but technological progress is rapidly evolving with agentic AI as the next disruptive step.
AI and agentic AI have the potential to redefine the very core of insurance distribution. Not through incremental efficiencies, but by fundamentally reshaping how offerings are matched to client needs, how revenue is generated, and who truly owns the client relationship. AI is a C-level topic that touches the industry’s most important asset: access to clients.
Stephan ErniPartner - Strategy & Transformation, Head Strategy& SwitzerlandThose who move early, thoughtfully integrate AI in their strategic agenda and invest in building the necessary AI capabilities will strengthen their relevance and competitive advantage in a market that faces fierce competition.
Senior executives in insurance organizations should start preparing for an AI driven future by
- forming a clear strategic perspective on (agentic) AI and its role in the organization, and more mid-term
- upskilling the salesforce accordingly to collaborate effectively with AI agents, and
- systematically exploring and piloting AI-driven initiatives to evolve distribution models and capture future growth.
Senior executives must embrace AI's strategic, talent, and economic implications
AI and agentic AI are set to substantially transform insurance distribution, redefining how value is created, delivered, and experienced across the customer journey. The pace of change means insurers can no longer afford to wait. Leaders must put AI at the center of their strategic agenda to stay competitive. Acting now is critical: first, form a clear distribution-specific AI strategy and governance model; second, establish the necessary data, talent, and technology to enable scalable AI adoption; and third, reimagine distribution models to combine human trust with intelligent automation. Those who move early will set the standards for the next generation of customer engagement and growth in insurance.
A summary of this paper has previously been published as an article on HZ Insurance.