Gen Z employees trust AI for benefits choices, creating opportunity for HR leaders
Seventeen percent of employees are using artificial intelligence to help with benefits decisions during open enrollment, according to a new study from The Hartford. More than half of those workers are Gen Z.
The finding underscores a shift in how younger workers approach benefits decisions and signals that HR leaders need to ensure benefits information is clear and accessible.
What employees are using AI for
Comparing different benefits options tops the list at 59%, followed by getting general information about benefits at 55%.
Other uses include:
- Getting personalized recommendations (51%)
- Calculating costs or estimating expenses (45%)
- Getting direct guidance on what to choose (31%)
The adoption of AI comes as employees struggle with confidence in their choices. Forty-three percent of employees say they are never sure they are choosing the right benefits.
The trust factor
Ninety-four percent of Gen Z employees who used AI during benefits enrollment trusted the recommendations it provided.
Mike Fish, head of Employee Benefits at The Hartford, said HR leaders should view this trend as an opportunity rather than a threat. "HR leaders have an opportunity to guide workers as this new environment emerges by ensuring they also have access to trusted, employer-supported resources and clear benefits communication," Fish said.
What HR leaders should do
The key is meeting employees where they are while reinforcing trusted sources. Workers are now pulling benefits guidance from HR portals, peers, and AI tools simultaneously.
"Clarity and accessibility matter more than ever," Fish said. "Employers can help by providing simple, easy-to-understand benefits information and offering knowledgeable support tools that make it easier for employees to compare options, understand costs, and fill coverage gaps."
HR leaders managing benefits enrollment should consider how to integrate trusted resources alongside the AI tools employees are already using. For those responsible for broader HR strategy, understanding AI for Human Resources can help frame these decisions within organizational context.
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