Bonus Session: How AI Search is Redefining Trust in the Insurance Buying Journey
Bonus Session, Phase 1 of Agency AI Labs
Bonus Session: How AI Search is Redefining Trust in the Insurance Buying Journey
RECORDED June 17, 2026
How are tools like ChatGPT and Gemini changing the way consumers find and evaluate insurance agencies? As search moves beyond traditional keywords and SEO toward AI search, answer engine optimization (AEO) and generative engine optimization (GEO), independent agencies have a new challenge: making sure AI can find, understand and recommend them.
In this Agency AI Labs session, learn how AI-driven search is changing the insurance buying journey and why an agency’s online reputation, business information, customer reviews and other trust signals can influence whether it appears in AI-generated recommendations. The conversation explores how AI evaluates credibility, why consistent name, address and phone information matters, and how recent, authentic reviews can help make an agency’s expertise and customer experience more visible online.
Watch to explore questions like:
• If a prospect asks AI to recommend an insurance agent, will my agency show up?
• How is AI search different from traditional Google search and SEO?
• What are AEO and GEO, and why do they matter for independent agencies?
• What signals does AI use when deciding which insurance agencies to recommend?
• How can customer reviews and reputation affect AI visibility?
• Does responding to reviews help AI better understand my agency’s expertise?
• How can an agency turn great customer experiences into stronger digital trust signals?
• What is a “zero-click customer,” and how is AI changing the path from insurance research to contacting an agent?
The session also looks at how detailed customer feedback can help AI understand not simply that clients like an agency, but what the agency is good at, such as home and auto insurance, professional liability, claims service or serving particular customer needs. You’ll come away with practical ideas for making the quality, expertise and trust you’ve already built with clients more visible in an increasingly AI-driven search environment
Rich Mackoy
Partnerships Lead
Experience.com
Big I Programs
Tags
Agency Management Solutions
Disclaimer: The views and opinions expressed in connection with Agency AI Labs are those of the speakers and do not necessarily reflect the official policy or position of the Agents Council for Technology (ACT), IIABA or its subsidiaries and affiliates. The program is intended for general informational purposes only and should not be considered legal, investment or other professional advice. For specific expert advice, the services of an appropriate professional, such as an attorney or accountant, should be sought.
