Using AI For Your Insurance Agency Marketing

Artificial intelligence (AI) is all over the news, but it’s still a concept not universally understood. According to IBM, AI is, “…technology that enables computers and machines to simulate human learning, comprehension, problem-solving, decision making, creativity and autonomy.”

Like the invention of computers, the internet and smartphones, AI is the next big technological revolution, and professionals across all industries are working through a highly transformational era.

AI is already changing the insurance industry by:

• Streamlining the claims process.
• Enhancing customer service.
• Helping create risk profiles from data accessibility and analytics.
• Making insurance purchases easier.
• Offering instant underwriting and pricing with rapid quote creation.
• Enhancing embedded insurance capabilities

By implementing AI for insurance agents, you can save considerable time and money when building your book of business. It allows you to focus on bigger, more complex matters. This is especially helpful for those who sell insurance part-time.

However, this article will focus on marketing-specific tools developed to reach prospects, promote your business and grow your profits.

AI for Insurance Marketing

Marketing is something every business needs, which has prompted many ambitious programmers and developers to build some impressive AI programs in these main categories:

• Generative AI – AI tools that create text, imagery, video and audio; they can be called generators.
• AI chatbots – Programs that simulate human conversation, usually through typed text responses, to help you brainstorm and develop quality written content.
• Website builders – Help users create and design websites from scratch — fast and without highly specialized skill sets.

AI Ethics

A common issue with generative AI is that some programs steal from other creators. This is because many text and image generation tools are trained on content sourced from other webpages, often without the knowledge or consent of the original author and/or intellectual property owner. This has resulted in many lawsuits claiming copyright infringement against AI platforms.

When using AI to create marketing content, use a platform vetted for its ethics that strictly produces original content. You can also use Originality AI and Undetectable AI to check and ensure your content is accurate and original.

Furthermore, because generative AI is being developed to perform tasks usually done by humans, we must be mindful of human creators. Without them, AI would have nothing on which to be trained.

AI should not replace people but rather help run businesses at lower costs, streamline tasks and perform certain duties for those who lack the skills to do them; it should be a tool in every business’s toolkit, but it shouldn’t be a substitute for well-suited employees.

AI Tools to Help You Run Your Business

We are only in the beginning stages of the AI programs to come. But there are already an overwhelming number of options, so let’s start with what we have available to us in 2024:

Generative AI Imagery

When it comes to visual content, Generative AI can help you create:

• Social media graphics
• Billboard and print ad designs
• Blog or video thumbnails
• Infographics
• Logos
• Presentation slides
• An image of almost anything you want

Proof the Final Product

If you decide to use AI to produce content for you, be sure to “proof” it before using it. A lot of the technology is still in its early years of development, and they are prone to inaccuracies and other mistakes that dilute the quality of your content — and your professional reputation.

Best AI Tools for Creating Marketing Imagery

Use these tools to generate visual content for your agency:

Adobe Firefly – Image and graphics generator, advanced image editor

Firefly enhances Adobe Creative Cloud’s core creative tools offering with AI-powered tools to assist with visual generation and editing. You can also create style kits to maintain brand consistency.

Adobe Creative Cloud has two plans suitable for running an insurance agency: Individual for $59.99 per month or Business for $89.99 per month. Both come with 1,000 monthly generative credits.

Canva Magic Studio™  – AI-generated design

Canva has developed a collection of AI generators and editors, which are similar to Firefly; however, it is the better option for beginners, as its tools make it easy for those with little design or coding experience to create the materials they need.

For Magic Design™, Canva’s main AI generator, users on the Free plan get ten free generations; Canva Pro, Teams and Enterprise accounts get full, unlimited access to the tool and more generations from all of Canva’s AI tools.

Designs AI – Image, graphics and video generator

Designs AI is another easy-to-use platform with a text-to-image generator and other capabilities that assist with marketing tasks — such as video, written content and speech audio creation.

Designs AI offers three monthly plans: Basic for $19, Pro for $49 and Enterprise for $169.

AI Chatbots

Using a chatbot for written content also falls under the Generative AI category. You enter a prompt, and the program will generate a result for what you asked.

For marketing purposes, you can use it to help you create:

• Ad copy — such as headlines and body text for billboards, print ads, graphics, etc.
• Audio and video scripts.
• Blog articles.
• Sales and content emails.
• Content for search engine optimization (SEO).
• Social media captions.
• Website text.

However, with a chatbot, you can go beyond generating written materials. You can use it to edit and proofread content you’ve written, brainstorm ideas and get data analyses and summaries.

The Importance of Quality Prompt Writing

It is essential to understand training AI programs to give you accurate responses. These programs can’t read your mind. Take the time to write quality prompts and exercise patience if it takes a few rewrites to get the chatbot to generate the results you want.

Here are a few tips for crafting prompts:

• Be as specific as possible
• Talk to your AI like a person
• Provide context
• Tell the program to assume an identity
• Play around and experiment
• Don’t ask it for everything at once; have an exchange
• Give examples

Top Content Creation Chatbots

Here are the top chatbots and platforms for marketing functions:

ChatGPT – Copywriting and idea generation

ChatGPT is currently the most mainstream AI program on the market, with millions of monthly users. The possibilities seem endless, as many people have gotten creative with how to use it. It also has data analysis capabilities to help you develop a sound sales strategy.

ChatGPT is completely free to use. For $20 per month, the Plus plan allows you to use DALL-E text-to-image generation, get early access to new features, and more.

Jasper AI – Content creation, brainstorming and more

Jasper AI is much like ChatGPT but goes beyond just its chatbot function. It is a comprehensive AI platform specifically designed to help with all marketing actions, such as developing strategy and launching campaigns. It also provides prompt writing assistance for AI beginners.

Jasper has three plan options: Creator for $39 per month, Pro for $59 per month and Business with custom pricing.

Microsoft Copilot – Content creation, sales monitoring, customer insights and strategy assistance

One case study of a company using Copilot said it reduced time spent creating content by 70%. Plus, Copilot’s marketing capabilities can help you develop a sales strategy and save time and money on lead generation.

Copilot has a free version that includes limited features. The Copilot Pro plan for $20 per month gets you access to all its marketing-related capabilities and includes priority access during peak usage times.

Using Chatbots in Customer Service

Customer experience should play a significant role in your marketing and communications strategy as an insurance agent, as having a good customer experience is essential to retaining clients.

Companies also use customer-facing chatbots as an alternative to initial human-managed service. Using an AI chatbot for customer service can:

• Help solve simple inquiries, so you can focus on other tasks.
• Assist prospective customers on your website instantly instead of making them call or email.
• Offer prospects and clients 24/7 service.
• Access data to give customers personalized experiences.

It is important to note that customer service chatbots should not replace person-to-person communication when dealing with complex situations or agitated clients and prospects. In these instances, there is no substitution for the personal touch.

Top Customer Service Chatbots

Here are the best chatbots for customer service uses:

Chatling

With Chatling, you can create a customer service chatbot for your website in minutes. It is easy to train, can be tailored for insurance-related inquiries and analyzes customer interactions to collect insights and patterns to improve future communications.

Chatling has four monthly plans: Free, Basic for $15, pro for $35 and Ultimate for $99.

Tidio

Tidio claims it can resolve 70% of customer inquiries without human interaction. This chatbot can also help convert leads and is used by more than 300,000 businesses.

In addition to its free plan, Tidio has three others: Start plan for $29 per month, Growth plan starting at $59 per month and Tideo+ starting at $750 per month.

Website Builders

Your website is paramount to your marketing strategy, as customer experience is integral to generating sales and retaining clients.

You want to ensure your website:

• Has a clean, modern design.
• Is easy to use.
• Includes all necessary information stated clearly.
• Is up to date.
• Has quality SEO content to engage and educate readers on relevant topics about your insurance products while showcasing your expertise; this can lead to more sales and position you as a thought leader in the insurance industry.

Best AI Website Builders

Here are a few top-rated platforms for creating an agency website:

Wix

Wix’s easy-to-use AI website builder tool is ideal for those who aren’t experienced with writing code. You give the AI program directions and ideas, and it will help you create the website, write its content, build the layout and more.

Wix has a good selection of plans that vary in price, but it is recommended you at least get the Core plan for $29 per month or Business plan for $36 per month.

Dorik AI

By using Dorik’s AI tool, you only have to enter a prompt, which will instantly generate a complete website.

If you are a smaller agency, you might be able to get away with the Personal plan for $18 per month, but their Business plan for $39 per month includes unlimited pages, bandwidth and blog posts.

Durable

Durable claims it can create a website for you in 30 seconds. Their AI capabilities also include copywriting blog posts, Google Ad writing and helping you build your brand identity.

Their Starter plan, for $12 per month, gets you unlimited pages and blog posts but does not provide access to the full suite of AI tools. The Business plan, which is $20 per month, includes all of Durable’s AI tools and live chat support.

It’s quite remarkable what you can accomplish with these tools if you have zero design, writing or information technology (IT) experience, and we’ve only scratched the surface. For more generative AI tools, chatbots and website building programs, check out these sources:

• 22 best AI marketing tools I’m using to get ahead in 2024
• 6 generative AI tools to consider for marketing and sales
• The 11 best AI marketing tools in 2024
• Best AI website builders in 2024

Download NAPA’s Complimentary Whitepaper About AI’s Impact on Insurance

The National Association of Professional Agents (NAPA) put together a comprehensive report covering the anticipated impact of AI on the insurance agent role, the best AI for insurance agents and how staying abreast of these changes will ensure you’re an agent of the future.

Access The Future of Insurance Agents in the Age of AI for free today.

Errors and Omissions (E&O) Protection for Insurance Agents

We are still in the beginning of the AI era, which means these models are still prone to mistakes and inaccuracies. You need to be vigilant about ensuring the accuracy of your work and protecting your reputation, business, customers and livelihood.

However, as an insurance agent, you understand better than anyone that an insurance policy is an important part of safeguarding against personal and professional liabilities, no matter how careful you are. Even though you are concerned with helping your customers cover their exposures, you never know when they’ll face damages and try to hold you liable.

Starting at $26.25 per month, NAPA offers agents and agencies top-rated errors and omissions (E&O) insurance solutions for all specialty areas and experience levels. Plus, the plan includes additional benefits, such as free continuing education (CE) courses. Visit our E&O webpage to learn more today!

Third-party pricing and details are accurate as of the time of publication; please review all third parties’ current specifications on their respective websites prior to making any decisions.

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