The inaugural JD Power U.S. AI Insurance Experience Study, released September 1, 2026, found that 29% of auto and home insurance customers have used artificial intelligence for tasks ranging from research to policy shopping. The findings signal that AI tools-both insurer-provided and third-party-are already influencing purchasing decisions and account management, with 42% of AI-assisted shoppers buying a new policy.
Where customers are turning to AI
The study, based on 8,352 customer evaluations covering 24 insurance brands and eight third-party AI tools, identified several distinct use cases. Customers use AI to research products and coverage, service their accounts, understand coverage before filing claims, and shop for quotes. Among those who used AI to research products or coverage options, 37% changed their policy based on the information they received.
Source preferences shift depending on the task. For research, 34% of customers use tools provided through an insurer's website or app, and 33% use third-party websites or apps. The split for quote shopping is similar: 25% use insurer-provided AI tools, while 21% use third-party solutions. Account servicing tells a different story. Customers gravitate toward insurer tools for these tasks, with 27% using them compared to just 8% who rely on third-party platforms.
Insurers face a dual challenge
Tony Soloman, director of insurance intelligence at JD Power, said the data points to pressure on both fronts. Customers are using outside AI chatbots and apps to research and compare policies, making the way insurer data and content are interpreted by large language models another consideration. Insurers cannot control how third-party platforms surface or frame their product information.
Eric McCready, director of digital solutions at JD Power, added that insurance-specific AI tools are still relatively early in their development. Yet customers are already using insurer-provided tools, comparing their results with third-party options and making insurance decisions based on the information they receive. The behavior is forming before the tools have fully matured.
Comfort levels depend on the task and the user
Customer comfort with AI varies sharply by function. Policyholders are most comfortable using AI to manage billing and calculate premiums. Comfort drops when the technology touches policy changes, claims processing, or customer service inquiries. Age also plays a role. Gen Z and millennial customers show higher trust in AI across several account management and research-related tasks.
For professionals exploring how this technology applies to claims and underwriting workflows, AI for Insurance training can help teams understand where automation fits. Similarly, the study's findings on account servicing align with broader trends in AI for Customer Support, where chatbots and automated tools handle routine inquiries.
Most customers still haven't adopted AI
Despite the headline adoption figure, non-use remains the majority behavior. The study found that 71% of customers have not used AI to research products and coverage, 75% have not used it to request quotes, and 87% have not used it to process claims. For account servicing, 70% remain non-users. Customers most commonly cited lack of familiarity, habit, and lack of trust in AI results as reasons for staying away.
Why this matters for insurance professionals
The 29% adoption figure is not a ceiling-it is a floor with room to grow as tools improve and familiarity increases. The fact that 37% of AI-assisted researchers changed their policy and 42% of AI-assisted shoppers bought one means these tools are not just informational. They are transactional. Insurers need to monitor both their own AI experiences and how their brand appears inside third-party platforms, because customers are already cross-referencing the two. For product managers, underwriters, and claims leaders, the gap between billing comfort and claims discomfort marks a clear line where better tool design and customer education can expand adoption.
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