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May 14 2025

Customer Suspicion of Insurers Using AI Softens

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Insurance customers are growing increasingly comfortable with the use of AI in the sector, paving the way for insurers to further enhance products, customer experiences and operations, according to new research* from Guidewire (NYSE: GWRE) today.

The 2025 Guidewire European Insurance Consumer Survey shows that the daily use of AI among UK insurance customers has grown by 5 percent to 10 percent, while those using AI tools once to a few times a week has also climbed by 10 percent since 2024 to 16 percent.

UK customers familiar with AI are increasingly comfortable with the technology making insurance decisions without human intervention, with the total rising from 21 percent to 34 percent this year.

The survey also revealed that in the UK:

  • More than half (55 percent**) of insurance customers have used AI at least once – a figure that has decreased by 15 percent since last year.
  • Just over one in three (34 percent) said nothing would give them confidence in insurers using AI.
  • Just 9 percent are confident in how AI is used by insurers today.
  • More than a third (34 percent) of customers expect that insurers using AI for customer interactions will also allow them to refer to a human operator if they disagree with the AI agent.
  • More than one in four (26 percent) said that independent regulation of AI in insurance would enhance their confidence.

Charles Clarke, Group Vice President, Guidewire, said: “AI is set to revolutionise the way insurance companies operate, enabling them to improve customer experiences, increase automation and enhance security.

“As more customers integrate AI into their daily routine, it is encouraging to see a growing confidence towards its use in the insurance sector, underscored by the demand for human oversight and regulation. While the industry continues to evolve and leverage advanced technologies to innovate, maintaining ethical standards and transparency in AI use will be crucial in enhancing customer acceptance and eliminating the trust gap.”

Chris Payne, EMEA Insurance Technology Leader at EY said: “Insurers are increasingly investing in AI, but adoption remains relatively low and maturity of implementation has some distance to go. Consumer trust needs to rise further if AI in insurance is to reach the next level, as human intervention at points of query or claims remains very much the customer expectation.”

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Charles Clarke

Guidewire

Chris Payne

EY

Companies In This Post

Guidewire | Fintech Finance

Guidewire
EY | Fintech Finance

EY
  1. EXCLUSIVE: “Getting the Message” – Raj Soni and Egill Ingólfsson, Meniga and Michal Panowicz, BCG in ‘The Fintech Magazine’

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  2. Embedded Finance & Virtual Cards: payabl.’s Breno Oliveira on Building Smarter B2B Payments

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  4. How Are Build-vs-Buy Decisions Shaping the Future of Payments? | Volante’s Nihit Ahuja and NatWest’s Lee McNabb

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