Survey finds AI increasingly seen as threat to UK brokers
UK commercial brokers are increasingly viewing artificial intelligence as a competitive threat, according to a new survey by GlobalData. Conversational AI is enabling customers to research insurance options and obtain pricing without initially engaging a broker, shifting traditional client interactions. Users are reminded that content sharing is subject to Infopro Digital’s terms and conditions, which restrict copying to a single personal-use copy per authorised user (clause 2.4), with additional rights available via email request.
The 2026 UK Commercial Broker Survey found that 9.2% of brokers identified AI as the biggest threat to their business. This placed AI behind only competition from other brokers and soft market conditions, while ranking ahead of price comparison websites (PCWs). The rise of AI as a disruptor reflects broader shifts in how commercial clients shop for coverage.
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Respondents noted that AI-powered tools allow customers to bypass intermediaries entirely, using chatbots and automated platforms to compare policies and receive instant quotes. This trend has gained momentum as insurers invest in direct-to-consumer digital capabilities.
Recent developments in the sector include Arag posting £244m of total income in its first combined results following the Das deal. Meanwhile, Well Dunn director Uwais Patel has targeted reaching £100m gross written premium within five years.
