UK commercial brokers are increasingly recognising artificial intelligence (AI) as a competitive threat as conversational AI creates new ways for customers to research insurance and obtain pricing without initially engaging a broker, according to GlobalData.
GlobalData’s 2026 UK Commercial Broker Survey found that 9,2% of brokers identified AI as the biggest threat to their business. This places AI behind only competition from other brokers and the soft market, while it now ranks ahead of competition from price comparison websites (PCWs).
“AI is still at a relatively early stage as an insurance distribution channel, yet brokers already view it as a meaningful competitive threat,” says Sahil Haider, insurance analyst at GlobalData. “The fact that AI ranks ahead of established channels such as price comparison websites as a threat highlights the potential for conversational platforms to reshape how customers begin their insurance purchasing journey.”
Insurers and aggregators are increasingly establishing a presence within ChatGPT.
ManyPets recently launched a ChatGPT plugin, following similar moves from MoneySuperMarket and Simple Business earlier in 2026. These tools allow customers to obtain indicative pricing before being redirected to providers’ websites, potentially placing insurers and aggregators in front of consumers before a broker becomes involved.
The development is particularly relevant to commercial insurance following the launch of Simple Business’ ChatGPT app, which allows small- and medium-sized enterprise (SME) customers to obtain guide pricing for commercial insurance through the platform.
“For straightforward commercial insurance needs, conversational AI could increasingly influence the initial research and comparison stage,” says Haider. “This creates a risk for brokers if customers are directed towards insurers or aggregators before considering broker advice.”
However, complex commercial risks will continue to benefit from specialist knowledge, risk assessment and support with placement giving brokers an opportunity to differentiate themselves through expertise.
“As AI becomes more embedded in insurance product discovery, brokers will need to ensure they remain visible wherever customers begin their purchasing journey,” says Haider. “Those that adapt their digital distribution strategies while clearly demonstrating the value of human advice will be better positioned to maintain customer relationships as AI-enabled insurance distribution develops.”