Despite AI’s potential to improve customer experiences, there is a significant trust gap in almost every industry, according to a number of recent surveys. 

A study from Salesforce released in August notes: “As brands increasingly adopt AI to increase efficiency and meet increasing customer expectations, nearly three quarters of their customers are concerned about unethical use of the technology.”

That survey showed that consumers have become much less open to using AI over the last year. Although 73% of business buyers and 51% of consumers are open to the use of AI to improve their experiences, those figures are lower than in 2022’s, when they were 82% and 65%, respectively.

Our latest research report, AI and Claims Processing: What Customers Really Think, shows that this is true for the insurance industry too. While many insurers have discovered AI’s benefits in terms of speed, accuracy and cost-effectiveness, some consumers remain unaware of AI’s ability to deliver these benefits.

But with AI’s integration into claims processing inevitable, insurers need to take their customers on this journey with them.

In this series, we’re exploring how insurers can do just that. This blog will set out some ways insurers can help build trust.

Trust issues

What exactly is AI being used for?

Problem: Customers often fear the unknown. AI can seem complex and intimidating, leading to concerns and resistance. 

Solution: Insurers should explain AI in simple terms, emphasising that it’s a tool to aid, not replace, human decision-making. Accessible educational content helps customers understand AI’s role and benefits.

Will I be able to speak to a person?

Problem: People hear ‘AI’ and get concerned about getting stuck in circular conversations with chatbots.

Solution: Insurers need to assure customers of continual human support availability. Streamlining claims processing frees up claims handlers to speak with people.

Is my data safe?

Problem: Customers are concerned about the security and privacy of their data in an AI-driven world. 

Solution: Insurers must transparently communicate their strong data protection measures and regulatory compliance, assuring customers about the security and privacy of their data.

Is AI going to give a fair outcome?

Problem: Transparency is not just about explaining AI. It’s also about demonstrating ethical AI practices. 

Solution:  Insurers need to demonstrate their commitment to unbiased, fair AI, showing that it’s designed for objective decisions that reduce human error and bias. For example,’s claims recommendations are 98% accurate – higher than a human claims handler.

What does all this AI jargon even mean?

Problem: AI and technical jargon can be intimidating for many customers.

Solution: Avoid technical jargon and explain AI in plain, understandable language. This approach makes AI less intimidating and more relatable.

Will I be able to provide feedback?

Problem: Insurers should encourage customers to provide feedback on their claims experiences related to AI. 

Solution: Encourage customer feedback on AI-related claims experiences, using it to enhance processes and show customers their opinions are value


The integration of AI in insurance claims processing presents a transformative opportunity. 

When insurers use, they experience major benefits, including:

  • 90% of claims documents fully automated
  • 50% of claims settled in seconds
  • 40% reduction in operating costs

However, bridging the trust gap with consumers is crucial. This can be achieved by simplifying AI concepts, ensuring the availability of human support, transparently communicating data security measures, demonstrating ethical AI practices, avoiding technical jargon, and valuing customer feedback. By addressing these concerns, insurers can effectively guide their customers through the AI adoption journey, enhancing both efficiency and customer satisfaction.

To learn more about how can help you reduce claims processing from weeks to seconds, book a call with the team.

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