At Sprout.ai we’ve been monitoring consumer attitudes to AI in claims since 2023, keeping our finger on the pulse through our research reports. Our latest report, The AI paradox in healthcare claims: Bridging the gap between customer expectations and attitudes toward AI reveals that in the space of a mere two years, we’ve witnessed a transformation that many industry experts thought would take a decade: consumers are now pragmatically embracing AI-powered claims processing at unprecedented rates. This shift in attitudes sets the stage for how insurers must approach their technology strategies moving forward.
The numbers tell a compelling story
Our research reveals a striking change in consumer sentiment. In 2023, a mere 9% of customers expressed a preference for insurers leveraging AI technology. Fast forward to 2025, and we find that 59% of UK respondents and 61% of US respondents are now willing to accept fully AI-driven claims approval, under the condition that it provides increased speed and accuracy.
This dramatic six-fold increase in acceptance rates within just 24 months represents a fundamental shift in customer expectations. The message is clear: customers are no longer resistant to AI. They’re actively expecting it to enhance their claims experience.
Read more: Speed vs accuracy: How health insurers can master both for smarter claims.
The generational momentum
Interestingly, a pronounced generational divide has emerged. Our latest data shows that an overwhelming 73% of 18-34-year-olds now express comfort with AI processing their health claims. Compare this to 2023 figures, where only 17% of 18-24-year-olds and 19% of 25-34-year-olds preferred AI-using insurers.
This demographic shift carries profound implications for insurers. As these younger consumers mature into their prime insurance-buying years, they bring with them not just acceptance but expectation of AI-powered services. For insurers, the question is no longer whether to implement AI, but how quickly they can do so to capture this increasingly tech-savvy audience.
What’s driving this change?
The normalisation of AI in daily life
Consumers now regularly interact with AI through navigation apps, digital assistants, and personalised recommendations. This everyday exposure has alleviated a lot of the fear and scepticism around AI technology, making its application in insurance feel like a natural extension rather than a radical departure.
Growing impatience with traditional processes
With 56% of UK respondents reporting wait times exceeding a month for claims processing, patience is wearing thin. It’s a known phenomenon that often change mostly occurs when the pain of staying the same is no longer tolerable. As insurance continues to lag behind other industries, mounting frustrations may be the catalyst required for AI to finally be recognised as an attractive alternative to these frustrating delays.
Evolving perceptions of fairness and bias
Perhaps most surprising is the shift in how consumers view AI objectivity. Our research shows that 59% of respondents now believe AI processing isn’t affected by personal bias, which is a significant evolution from the general technology distrust (43%) reported in 2023. Additionally, a third (33%) appreciate that an AI system “won’t judge them”, suggesting growing recognition of AI’s potential for more consistent and fair claims handling.
The trust paradox
There is a nuanced reality behind these positive trends. While customers are increasingly comfortable with AI handling their claims, they remain cautious about how their data is managed. When asked about AI-driven claims processing, 38% of respondents indicated they would embrace such a system, but only if strict privacy rules were followed.
It is apparent that consumers are willing to accept AI processing, but their trust remains conditional on transparency and proper safeguards.
For insurers, this means that transparency and data privacy must be paramount when implementing AI to avoid undermining customers’ acceptance of AI-enabled processes.
Strategic implications for insurers
For health insurers, these findings present clear strategic directions:
Act now or risk falling behind
With acceptance rates accelerating far faster than predicted, insurers who delay AI implementation risk finding themselves at a significant competitive disadvantage. As the market continues to shift, the gap between customer expectations and capabilities will only widen.
Adopt a dual-track approach
The significant generational differences suggest that a one-size-fits-all approach may no longer be viable. Leading insurers should consider tailored experiences, offering fully automated journeys for younger demographics who prefer them, while maintaining appropriate human touchpoints for those who still value them.
Lead with transparency
The conditional nature of consumer trust means that simply implementing AI isn’t enough. Successful insurers will be those who clearly communicate how their AI makes decisions, what safeguards are in place to protect privacy, and when human oversight is applied.
Position AI as an enhancement, not a replacement
Our research shows that 27% of consumers still value human support in the claims process. The opportunity lies not in replacing human interaction entirely, but in using AI to enhance it. This presents a win-win, claims handlers spend less time manually reviewing documentation, making their job more enjoyable, and customers benefit from an advisor who isn’t stretched too thinly to give their claim the attention it deserves.
Read more: Customer experience: The claim handler’s perspective
Looking ahead
The trajectory is clear: consumer acceptance of AI in healthcare claims is not just growing, it’s accelerating. For insurers, this presents both an opportunity and an imperative. Those who can harness AI to deliver the speed and accuracy consumers increasingly demand, while addressing lingering privacy concerns through transparent practices, will be well-positioned to thrive in this rapidly evolving landscape.
The health insurance claims process of tomorrow will be intelligent, responsive, and customer-centric. The question is no longer if consumers will accept AI-driven claims processing, but whether insurers can move quickly enough to meet their evolving expectations.
