AI Emerges As Growing Competitive Threat To UK Commercial Brokers, Reveals GlobalData
UK commercial brokers are increasingly recognizing 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 a survey by GlobalData, a leading intelligence and productivity platform.
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).
Sahil Haider, Insurance Analyst at GlobalData, comments: “AI is still at a relatively early stage as an insurance distribution channel, yet brokers already view it as a meaningful competitive threat. 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.
Haider adds: “For straightforward commercial insurance needs, conversational AI could increasingly influence the initial research and comparison stage. 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.
Haider concludes: “As AI becomes more embedded in insurance product discovery, brokers will need to ensure they remain visible wherever customers begin their purchasing journey. 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.”
*GlobalData’s 2026 UK Commercial Insurance Broker Survey was carried out in January and February 2026 and reached 250 brokers. Prior to 2025, questions were asked via FWD’s Broking Now Omnibus telephone panel.
Quotes provided by Sahil Haider, Insurance Analyst at GlobalData
Information is based on GlobalData’s annual UK Commercial Insurance Broker Survey and explores broker behaviors and business strategies in the UK
This press release was written using data and information sourced from proprietary databases, primary and secondary research, and in-house analysis conducted by GlobalData’s team of industry experts.
About GlobalData
GlobalData Plc (LSE:DATA) operates an intelligence platform that empowers leaders to act decisively in a world of complexity and change. By uniting proprietary data, human expertise, and purpose-built AI into a single, connected platform, we help organizations see what’s coming, move faster, and lead with confidence. Our solutions are used by over 5,000 organizations across the world’s largest industries, delivering tailored intelligence that supports strategic planning, innovation, risk management, and sustainable growth.
