Entrepreneurs across the United States are turning to artificial intelligence (AI) tools to help them research business insurance, but the latest ERGO NEXT survey makes clear that AI is acting as a partner rather than a replacement for human agents.
Key findings from the national survey
The study, conducted from April 29 to May 12, 2026, polled 501 small‑business owners, founders and sole proprietors. Respondents were evenly split between those in their first year of operation and those in their first two to five years.
Among all participants, 36% reported using an AI chatbot or search tool such as ChatGPT or Claude to explore insurance options. This usage rate is slightly higher than the 33% who consulted fellow business owners and the 31% who spoke with an insurance agent.
Trust in AI is remarkably high. Of the entrepreneurs who have used AI for insurance advice, 94% said they trust the information they receive. Nearly one‑third (31%) trust AI tools more than other sources, while 63% trust them about the same. Only 7% said they trust AI less than traditional sources.
What AI is doing for insurance research
Respondents indicated that AI helps them quickly learn about coverage options, decode industry terminology and prepare for conversations with agents or insurers. By providing fast, accessible answers, AI tools are reducing the time owners spend on basic research.
At the same time, the survey highlighted a persistent gap in coverage: 64% of small businesses that already have insurance remain underinsured. Industry experts believe that broader AI adoption could help close this gap by making information more understandable and easier to act upon.
Implications for insurance agents
While AI is gaining traction, agents continue to play a vital role. The data suggests that agents can shift their focus from explaining foundational concepts to delivering tailored, strategic guidance. This collaborative model allows agents to add value where human judgment and experience are most needed.
“AI is a powerful research assistant, but it cannot replace the nuanced advice that a seasoned insurance professional provides,” said a spokesperson for ERGO NEXT. “Our findings show a future where technology and human expertise work hand‑in‑hand to better serve small‑business owners.”
Survey methodology
The ERGO NEXT survey reached a balanced sample of 501 U.S. small‑business owners, with respondents drawn from a variety of industries and geographic regions. The study was conducted over a two‑week period in late spring 2026.
Overall, the results point to a growing confidence among entrepreneurs in digital tools, while reaffirming the continued importance of human advisors in the insurance marketplace.
Original reporting: KTVZ (Central Oregon) — read the source article.
