More UK insurance customers warming to AI use in industry

Insurance customers that use an artificial intelligence (AI) tool at least once a week are becoming more comfortable with their insurance provider using AI within its business.

This is according to research from insurance software provider Guidewire, which revealed that the number of customers who are comfortable with AI deciding their policy price without human intervention rose from 31% in 2024 to 37% in 2025.

Similarly, the UK saw more customers being happy for AI to assist human call handlers in answering questions – up to 39% from 30% the previous year.

Claims handling had the lowest levels of comfort with end-to-end AI processes, with just 33% of respondents identifying as “comfortable”, up from 30% in 2024.

The support for end-to-end AI claims handling was, however, far higher among customers that reported as using an AI tool every day. They had a 69% comfort rate with AI tools managing the entire claims process.

Increasing comfort

The survey also found that a number of factors could contribute to making customers happier with AI use by insurers.

For example, some 34% of UK surveyees agreed that the ability to refer AI-made decisions to human operators would increase their comfort.

Independent regulation of AI use in insurance (26%) and explanations of AI-made decisions (23%) also rated highly. Some 9% of respondents also reported already having full confidence of AI usage in the insurance industry.

However, over one third of UK respondents reported that “nothing could give them confidence in the use of AI in the insurance industry”.