Brokers increasing interest in digital automation and GenAI – Aviva

Brokers are showing a growing appetite for digital automation and generative artificial intelligence (GenAI), Aviva has said.

The insurer’s 2025 Broker Barometer survey, published today (10 April 2025), revealed that more than four out of five brokers (85%) would be interested or very interested in enhancing their operations with digital or automated processes – an increase of 15% since 2022.

And 70% of brokers have implemented GenAI, with national brokers showing the highest uptake (75%), followed by regional (70%) and local (68%).

The increased interest in new processes comes as brokers aim to improve customer experience and capitalise on growth ambitions.

Improving customer service and gaining a competitive advantage were the most popular reasons for wanting to update processes (52%) followed by increasing new business (40%).

Jason Chambers, innovation director for commercial lines at Aviva, said: “It’s great to see how many brokers are embracing GenAI to deliver more personalised propositions for their customers.

“By using data and technology more effectively, brokers can simplify once-complex processes and improve customer service. Half of the brokers in our research are already using digital technology and GenAI to meet their clients’ evolving needs.”

Insurer partner demand

The research was conducted by Censuswide with 205 general insurance brokers.

The data also showed that brokers want their insurance partners to leverage digital technology to deliver tailored solutions.

When asked about ways insurers could enhance broker service, the most frequent response from brokers was the greater use of digital technology.

Additionally, 29% of brokers expressed a desire for more data and customer insights from their insurer.

Chambers said: “By collaborating with our brokers to integrate technology, we can continue to deliver a better, faster service to our customers. For example, at Aviva, GenAI has supported the shift towards achieving 70% of mid-term adjustments being logged and completed on the same day across our regional business.

“We will continue to work with our brokers and leverage the promise of digital technology to ensure we meet the needs of our business customers.”