Entrepreneurs across the United States are increasingly turning to artificial intelligence (AI) to help them navigate the complex world of business insurance. A recent ERGO NEXT survey of 501 small‑business owners, founders and sole proprietors reveals that 36% have used an AI chatbot or search tool such as ChatGPT or Claude to explore coverage options. This figure slightly exceeds the 33% who consulted other business owners and the 31% who spoke with an insurance agent.
AI as a Complement, Not a Replacement
The data suggests that AI is being used as a supplement to human expertise rather than a substitute. Respondents report using AI for its speed and accessibility, then turning to trusted advisors for tailored guidance. As one participant noted, the technology helps them “understand industry terminology and prepare for conversations with agents or insurers.” This collaborative approach allows agents to focus on personalized advice instead of basic explanations.
High Trust in AI‑Generated Information
Among entrepreneurs who have tried AI tools for insurance research, an overwhelming 94% say they trust the information they receive. Nearly one‑third (31%) trust AI tools more than other sources, while 63% view the AI information as comparable to traditional sources. Only 7% feel AI provides less reliable guidance.
Potential Impact on Under‑Insurance
Currently, 64% of small businesses that carry insurance remain under‑insured. Survey respondents believe that broader AI adoption could help close this gap by making policy details more understandable and accessible. With better information, business owners can make more informed decisions about the coverage they truly need.
Survey Methodology
ERGO NEXT conducted the survey between April 29 and May 12, 2026. The sample included 250 entrepreneurs in their first year of operation and 251 owners in their second to fifth year. All participants were U.S.‑based small‑business owners, founders or sole proprietors.
What This Means for the Insurance Industry
The findings indicate that AI is reshaping how entrepreneurs research, compare, and purchase insurance. While agents remain essential advisors, the rise of AI tools offers a new avenue for delivering information quickly and efficiently. Insurers and agents who embrace this technology can better serve clients by providing both the foundational knowledge AI supplies and the nuanced, personalized counsel that only experienced professionals can offer.
As AI tools continue to evolve, the insurance market is likely to see a more informed customer base, reduced under‑insurance rates, and a partnership model where technology and human expertise work hand‑in‑hand to protect small businesses.
Original reporting: KRDO (Colorado Springs metro) — read the source article.
