A GlobalData survey has found that AI is emerging as a competitive concern for UK commercial brokers, with 9.2% of brokers identifying AI as the biggest threat to their business, behind only competition from other brokers and the soft market. The 2026 UK Commercial Insurance Broker Survey indicates that brokers already recognise AI as a meaningful competitive threat even as AI-led insurance distribution remains at a relatively early stage. Insurers and aggregators are increasingly establishing a presence within ChatGPT, with ManyPets recently launching a ChatGPT plugin following similar moves from MoneySuperMarket and Simply Business earlier in 2026, and Simply Business has launched an app allowing SME customers to obtain guide pricing for commercial cover through ChatGPT. These tools let customers obtain indicative pricing before being redirected to the provider's website, potentially placing insurers and aggregators in front of consumers before a broker becomes involved. While AI is unlikely to eliminate the need for advice on complex commercial risks, brokers that fail to adapt their digital distribution strategies risk being excluded from the initial consideration stage.
MONY Group plcSimply Business launched a ChatGPT app giving SME customers guide pricing for commercial cover, positioning it ahead of brokers
ManyPets recently launched a ChatGPT plugin, an AI-led distribution move that puts it in front of consumers early
