’In a world of AI, human connection is the only thing that helps broker survival,’ says chief executive
Brokers must redefine and demonstrate their value as trusted advisers and empathetic human experts as automation continues to rise in the UK general insurance market.
That was the message from experts who spoke in a seminar titled The Value of an Insurance Broker at the 2025 Biba Conference.
During the session, panellists warned that artificial intelligence (AI) and shifting consumer expectations were reshaping broking.
Ian Hughes, chief executive at Consumer Intelligence, said: “Two years from now, I’ll say to Alexa ‘buy me some new business insurance’ and Alexa will know everything about me and do it. I won’t need a broker. I’ll just need Alexa.”
But he argued that this future does not mean the end for brokers – it just requires evolution.
”When it comes to quality and service, people want relationships,” Hughes added.
”In a world of AI, human connection is the only thing that helps broker survival.”
Empowerment
Brokers are also showing more interest in using AI, with Aviva’s 2025 Broker Barometer survey, published on 10 April 2025, revealing that more than four out of five brokers (85%) would be interested or very interested in enhancing their operations with digital or automated processes – an increase of 15% since 2022.
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Hughes told brokers that they should ”use technology to empower you to be a better human”.
James Daley, managing director at consumer group Fairer Finance, added: ”It’s very hard to see a world where there are no humans involved in vulnerable moments like claims.
”Technology will fill a lot of gaps – but we have to be very watchful that we build the right protections for customers as we do that.”
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