IBX Introduces GenAI Tool to Support Customer Service and Build Member Trust
Independence Blue Cross (IBX) launched a generative AI (GenAI) tool in early 2025 aimed at boosting the efficiency and accuracy of its customer service representatives. Over 40 staff members participated in the pilot program, using the tool to answer member-specific questions, clarify complex medical policies, and retrieve benefits information in real time.
The AI tool is not meant to replace human employees. Instead, it provides clear, plain-language responses to support representatives during customer interactions. By reducing the steps needed to find answers, the tool helps improve first-call resolution rates and automatically generates documentation that representatives can verify against IBX’s customer relationship management system.
Empowering Representatives, Not Replacing Them
Michael R. Vennera, IBX’s executive vice president and chief strategy, technology and operations officer, emphasized that the GenAI tool is designed to empower employees. “Our associates have always been our greatest asset,” he said. “By providing them with practical tools, we aim to improve their work experience and satisfaction while keeping members’ needs front and center.”
Early feedback from the pilot has been positive, with 90% of participating representatives expressing enthusiasm about the tool’s potential. IBX plans to expand the rollout over the next year.
GenAI in Healthcare Customer Service: A Growing Trend
IBX is part of a larger movement among Blue Cross Blue Shield plans testing AI solutions to improve service delivery. For instance, Blue Cross and Blue Shield of Minnesota has integrated an AI chatbot into its Blue Care Advisor program. This chatbot helps members understand their benefits and make care decisions, leading to nearly double the rate of adherence to preventive care guidelines among users.
Both examples highlight the importance of pairing AI tools with human expertise to enhance service quality and member engagement.
Why a Hybrid Approach Works
A 2024 Deloitte survey found that while 30% of U.S. adults have concerns about generative AI, 64% support healthcare providers using AI to improve care. Most importantly, 74% trust their clinicians above all for health information, and over 80% want transparency when AI is part of their care experience.
IBX’s approach—keeping representatives in control while using AI to boost efficiency—fits well with these preferences. By starting with customer service and building a responsible framework, IBX is addressing the need to improve member engagement while controlling administrative costs.
Looking Ahead
As more data emerges on how AI affects outcomes and member satisfaction, other health plans will be watching IBX’s progress closely. The company’s pilot offers a practical example of how AI tools can support customer service operations without sacrificing human connection and trust.
Customer support professionals interested in AI tools for service enhancement can explore training options to stay ahead. For practical courses on AI applications in customer service, visit Complete AI Training.
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