Today's clients desire both digital convenience and personal attention. Even as technology reshapes the industry, the human element remains crucial. As a result, agents must leverage technology to strengthen client relationships while also optimizing efficiency.

Insurance clients today expect more than standard coverage. They want bespoke solutions that match their needs, as well as communication on their terms.

Artificial intelligence (AI) is transforming how independent agents operate to meet those expectations, enabling personalized service at scale. Automation handles routine tasks, freeing agents to focus on meaningful client conversations and strategic advice. Beyond basic automation, AI tools analyze client data to uncover patterns and opportunities. For example, an AI system might flag clients in a flood zone, prompting timely outreach by an agent. Or, AI might spot growth in a client's business and suggest coverage updates.

While AI excels at analysis and routine tasks, it will never replace agents. Harvard Business School professor Karim Lakhani said it best: “AI is not going to replace humans, but humans with AI are going to replace humans without AI." 

AI workflows will permeate and impact every role, responsibility, workflow, process and department of the insurance industry. Those who can harness this incredible tool and integrate it into our daily lives will outperform those who don't.

Here's an elementary analogy to think about how AI can make an impact in your agency. If you wanted to get to the other side of the country, theoretically, you could pull a Forrest Gump and start running, but it would take a long time. If you hopped on a motorcycle, you would get there much faster. However, the motorcycle wouldn't be able to cross the country without you. 

Here are some common agency tasks during the life cycle of an insurance policy in which AI can help independent agents:

1) Policy checking. AI will perform significant amounts of work during this laborious process. AI will do the busy work and make suggestions while humans oversee and approve.

2) Lead enrichment. AI via email, text or voice will reach out to lost prospects and weak referrals that historically have not been cost-effective to contact. AI will write the content and messaging, generating the communication. Then, humans will step in when the opportunities are further qualified.

3) Data analysis. AI will provide insight and analysis into large chunks of data, finding new indicators, insights and correlations. Agents will keep training AI on what data matters. Agents will use the data to make better decisions and have more time to act on the data rather than extracting it.

4) AI data pre-fill. AI will be able to query third-party data and public resources to enrich customer files instead of putting the burden on the agent or insured. AI will continuously monitor the agency management system (AMS) and systems of record to see which data should be appended. Humans will act as governors to make sure the data is accurate and relevant and will continue to train models on what data is needed and where it should be sourced.

5) Data governance. AI will constantly monitor new data and confirm it is compliant. Humans will be more consistent and spend less time thinking about which data goes into which field. Make sure that all employees of an agency leverage the best practices in what data is captured, which fields to populate and make sure there is consistency across the agency. 

6) Workflow connection. AI will connect important systems agents rely on that have never been seamlessly integrated. AI will allow for data transfer between systems, orchestrate workflows and create efficiency. Humans will guide AI on which systems need to communicate with each other and create the blueprint for workflows on which processes can be launched.

However, technology works best when it enhances, rather than replaces, the human connections at the heart of insurance. By combining your expertise and empathy with innovative tools, agents can redefine what exceptional service means in the digital era.

Michael Lebor is president of Momentum AMP (by NowCerts). Share your thoughts on AI's role in your agency by taking Momentum AMP's survey.