JD Power studies AI use trends in auto, home insurance claims filing and shopping

Twenty-nine percent of auto and home insurance customers use AI tools to research products and coverage, service their accounts, understand coverage before submitting a claim, or shop for a quote or new policy, according to JD Power’s inaugural “U.S. AI Insurance Experience Study.”

AI tools evaluated in the study were:

• • ChatGPT
  • Google Gemini
  • Microsoft Copilot
  • Meta AI
  • Perplexity
  • Grok
  • Claude
  • Voice assistant (e.g., Alexa, Siri)

“Just as we’ve seen with the internet and mobile apps, AI is rapidly becoming a critical conduit to key policy shopping, research and account management decisions among auto and home insurance customers,” said Tony Soloman, JD Power’s insurance intelligence director, in a press release.

“This is a multidimensional challenge and opportunity for insurers. First, the tools they provide on their websites and mobile apps need to deliver a comprehensive, helpful user experience. In addition, insurers need to recognize that many customers are using third-party AI chatbots and apps to conduct research and compare policies, so it is critical to stay on top of how their data and content are being ingested and interpreted by the major large language models.”

The study found that among those using AI for research, 34% use tools provided by insurers on the company websites or apps, and 33% are using third-party websites or apps.

When getting quotes, 25% use insurer-provided tools while 21% use third-party solutions, according to the study.

Twenty-sevent percent of customers use insurer-provided tools for account servicing tasks, and 8% use third-party websites and apps.

JD Power found that 37% of customers who used AI to research products or coverage options changed their policy based on the information they received. The release adds that among those who used AI to shop for a new policy, 42% purchased a policy as a result.

“Insurance customers are most comfortable using AI to manage their billing and calculate premiums, and they are least comfortable using AI to make changes to their current policy, process claims, or manage customer service inquiries,” the release states. “Generational factors also play into overall customer comfort level using AI, with younger customers (Gen Z and Millennials) more likely to trust the technology for several account management- and research-related tasks.

“Despite the widespread growth of AI use, a majority of insurance customers are still not using AI to research products and coverage (71%); request quotes (75%); process claims (87%); or service their accounts (70%). Across all functions, the most common reasons given for choosing not to use AI are lack of familiarity, habit, and lack of trust in the results.”

Eric McCready, director of digital solutions at JD Power, adds in the release: “It’s still relatively early in the evolution of insurance-specific AI tools developed by insurers to help their customers understand complex concepts, manage their accounts and compare coverage options, but these tools are on their way to becoming some of the most important investments insurers will make during the next several years. Customers are actively using these tools and comparing results with widely available third-party tools and making big decisions based on the results. In many ways, the future of the auto and home insurance customer experience will be dictated by how well insurers execute their AI offerings.”

The new study measures AI usage among auto and home insurance customers who have interacted with the technology via their insurance carrier, third-party AI tools, or third-party insurance aggregators. The inaugural study is based on 8,352 customer evaluations across 24 insurance brands and eight third-party AI tools, according to JD Power. It was fielded from June through July 2026.

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