AI Wins Consumer Trust for Critical Healthcare, Finance, and Insurance Decisions

AI Gains Consumer Trust for Critical Life Advice

A recent Smart Communications report reveals a significant shift: half of all consumers now welcome artificial intelligence (AI) for vital advice in finance, insurance, and healthcare. This growing acceptance highlights how AI is becoming a trusted tool for important life decisions, even as brands struggle with outdated technology and fragmented communication channels.

According to the 2025 Customer Experience Benchmark research, conducted globally with 3,000 consumers, many are ready to see AI improve their interactions with financial services, healthcare, and insurance providers. However, frustrations remain around inconsistent omnichannel experiences and cumbersome form processes that still hinder customer satisfaction.

Customer Communications: Progress with Room for Improvement

Since 2018, Smart Communications has tracked consumer sentiment on communications from healthcare, financial, and insurance sectors. In 2025, 62% of respondents rated these communications as good or excellent, showing marked improvements: satisfaction rose 67% in banking, 46% in insurance, and 75% in healthcare.

Customer communications clearly impact loyalty and retention. 84% of consumers say communications influence their overall experience, and 67% would switch companies if communications fail to meet expectations. This underscores the need for brands to prioritize clear, consistent messaging.

AI Acceptance Doubles with Practical Use Cases

Consumers’ hesitation about AI handling their data has halved, with less than a third concerned about security or ethics. Half now value AI for financial advice (46%), insurance plan suggestions (51%), and health recommendations (54%). Remarkably, only 37% want AI use explicitly disclosed in communications, down from 77% last year.

Despite growing trust, only 13% believe generative AI surpasses humans in creating customer communications, and 46% think humans should review AI-generated content. This indicates trust in AI's potential but a cautious approach to quality assurance.

Omnichannel Experience Gaps Are Costing Brands

Only 54% of consumers are satisfied with current omnichannel communications. Meanwhile, 60% say consistent experiences across channels would increase their trust. Preferences vary by generation: older consumers favor email, while younger ones prefer other channels. Print remains the least favored method overall.

Complex Forms Drive Younger Consumers Away

Data intake processes frustrate many, with 66% of consumers willing to abandon interactions if forms are too difficult. This frustration is highest among Millennials (73%) and Gen Z (71%). Speed and simplicity are crucial, with 90% prioritizing these factors when completing forms.

Consumers prefer guided, digital forms over fillable PDFs or manual processes like printing and mailing. Nearly two-thirds (63%) favor digital forms, and 77% want companies to offer digital data collection options.

Actionable Insights for PR and Communications Professionals

• Focus on delivering consistent, omnichannel communication experiences to build trust and reduce churn.
• Leverage AI thoughtfully in customer communications, particularly for personalized financial, insurance, and health advice.
• Ensure human oversight on AI-generated content to maintain quality and credibility.
• Simplify data intake with user-friendly digital forms to keep younger consumers engaged.
• Stay updated on consumer preferences by monitoring evolving attitudes toward AI and communication channels.

For communications professionals, integrating AI with clear, customer-first messaging can boost loyalty and satisfaction in regulated industries. Embracing digital forms and seamless omnichannel strategies will also be key to meeting modern consumer expectations.

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About the Research

The 2025 Customer Experience Benchmark study was conducted by Smart Communications via Toluna. It surveyed 3,000 consumers in the US, UK, APAC, and German-speaking regions. Participants were current customers of insurance, financial services, or healthcare providers. Fieldwork occurred between January 31 and February 24, 2025.