2026 Executive Outlook | Joe D’Annunzio, BrokerLink

Proliferation of Artificial Intelligence (AI) is marking a new era for commerce, presenting opportunities to elevate customer and broker experiences by delivering service efficiency advantages. These advantages are through access to customized self-service tools, virtual agents and digital note recordings, to name a few.

Although AI is a powerful tool that can enhance many aspects of the insurance industry, it won’t replace the need for human contact. Building strong, lasting customer relationships remains key to long-term success. Organizations leveraging AI effectively to augment human-led customer service and deliver personalized experiences will differentiate themselves in the marketplace.

We must be equally alert to new and evolving AI risks, including the growth and dynamic nature of cybersecurity threats. No industry can afford to take a passive approach when it comes to preventing cyber threats.

It’s likely many brokers across Canada are not prepared to handle a cyberattack.

Brokerages of all sizes must ensure their systems are secured properly and monitored with the appropriate tools to protect their operations. They should engage with cyber-risk experts to review their current environment and not rely solely on their IT team or managed service provider for protection.

Ideally, provincial broker associations across Canada could take the lead by establishing strong security parameters for all insurance brokerages to maintain and ensure robust, proactive protection for their customers and their business.

If AI is approached pragmatically and used as the tool it’s meant to be, it has the potential to transform the insurance industry significantly.

By leveraging AI thoughtfully, with the proper cybersecurity safeguards in place, brokerages and insurance companies can streamline operations, reduce manual errors, respond swiftly to customer needs and adapt to market changes.

AI has the potential to improve efficiency and empower insurance professionals to deliver innovative solutions while maintaining the human touch that is essential for trust and loyalty in the industry.