Summary
Consumers are turning more and more to AI tools for guidance on health insurance as their comfort with AI technology increases. While consumers are generally open to AI explaining benefits and suggesting plan options, their comfort drops sharply as AI acts more autonomously, such as selecting or enrolling them in a health plan. For insurers to unlock meaningful AI adoption, they must deliver transparent, human‑supported AI experiences that reinforce safety, protect data privacy, and allow consumers to maintain control of their data and the actions they take.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).