Navigating technology: Using AI and automation to drive efficiency

When it comes to preparing your agency for the future, your workday could run more efficiently — not because you would work harder, but because artificial intelligence (AI) and automation are designed to help with everyday tasks. Certificates of insurance. Renewal follow-up emails. Policy change requests. Data entry. Appointment reminders. These are not complex tasks. They are repetitive ones, and the right combination of AI and automation can take some of that off your plate. According to the Big “I” Agents Council for Technology Tech Trends Report, two-thirds of independent insurance agencies plan to ramp up their use of AI in the next 12 months.¹ The opportunity is real — and so is the learning curve. While many agencies are experimenting with AI, the bigger opportunity is rethinking how work gets done. A future-ready agency is not defined by how many AI tools it buys, it’s defined by whether the right work gets to the right person or system at the right time, with better client experience and better use of time. 

What’s the difference between AI and automation in an insurance agency?

Before diving in, it is worth drawing a clear line: automation and AI are not the same thing. Automation follows rules — it executes a defined sequence when a condition is met. AI analyzes patterns, applies judgment and makes predictions that rules alone may not be able to deliver. AI is increasingly embedded in the platforms that already power your workflows, which can make the line between the two feel thin. Understanding where each plays a role may be what separates using these tools strategically from just running with the buzzword.  

Your agency management system (AMS), customer relationship management (CRM) solution and marketing automation platform may already be capable of running trigger-based workflows — rule-based sequences that launch automatically when specific conditions are met. A policy approaching renewal could trigger an outreach sequence. A new client added to your AMS might trigger an onboarding series. A certificate request submitted through your website could trigger a processing workflow. This is traditional automation at work: consistent, rule-based and reliable. 

AI adds a layer of intelligence on top of that foundation. Where automation asks, “what should happen next?” AI asks, “what is most likely to happen, and what should we do about it?” The two tools are effective when used together, each doing the work for which it is better suited. 

Where does AI help create specific value for insurance agency workflows?

Many workflows in your agency may not need AI at all. Processing certificate of insurance requests, triggering onboarding sequences and sending appointment reminders can run well on rule-based automation alone. But there are areas where AI could create meaningful differentiation — particularly anywhere patterns in your data might support smarter decisions and reduce bottlenecks. 

Identifying renewal risks is one example. Traditional automation flags every policy at 90 days. An AI-powered tool may analyze premium changes, prior claims activity and market conditions to help identify accounts most likely to be retention risks — potentially helping your team focus effort where it could matter most rather than distributing attention equally across every policy. 

Client follow-up sequences sit at the intersection of both tools. The scheduling and triggering of those sequences is automation. The personalization of the message — selecting content based on a prospect’s behavior, coverage type or stage in the sales process — is where AI may add value. 

Data entry is another area to consider. Basic integrations can route data between systems automatically — that is automation. AI tools may go further by validating and classifying that data as it moves, potentially catching inconsistencies that a simple rule-based transfer might miss. 

What are the best starting points for your agency?

You do not need to overhaul your agency to explore what automation and AI could do. Start by identifying the most time-consuming repetitive task your team handles each week — that may be a good candidate for automation. Work with the team to map the current process before choosing tools and if it could be a place worth exploring AI. Before purchasing anything new, audit what your existing tools already offer. Most modern AMS platforms, CRMs and marketing automation tools include features that many agencies have not fully activated yet. 

According to Insurance Journal’s coverage of a 2026 Grant Thornton survey, more than half of insurance executives reported that AI has contributed to revenue growth within their organizations, and 62% say it has improved decision-making insights.² Connecting the right tools to specific workflows — rather than treating AI as a one-size-fits-all initiative — may be where agencies start to see those kinds of returns. 

The work that matters most is still yours

The conversations that keep clients loyal, the referrals that grow your book— none of that is going away. Your expertise around interpreting risk, handling nuance, and helping clients make decisions will continue to be valued as essential. What AI and automation can change is what fills the space around those moments. The agencies exploring these tools today are not necessarily choosing between AI and automation. They are considering how automation might handle what is predictable and how AI might support what requires a bit more intelligence — with the goal of putting more time back where it tends to matter most: in the relationships that no algorithm can replicate. 

Frequently Asked Questions 

Do I need to buy new software to start using AI and automation?

Not necessarily. Most modern AMS platforms, CRMs, and marketing automation tools already include automation features that many agencies haven’t fully activated. Audit your existing tools before purchasing anything new. 

What’s a low-risk first step toward an automated insurance agency workflow?

Start small by automating a single, time-consuming, repetitive task—such as appointment reminders or onboarding sequences. Map the current process with your team first, then choose a tool that fits that specific workflow.