AI Overtakes Comparison Sites as Top Threat to UK Commercial Insurance Brokers

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).

"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." said Sahil Haider, Insurance Analyst at GlobalData.

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. This creates a risk for brokers if customers are directed towards insurers or aggregators before considering broker advice." added Haider.

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. 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." concluded Haider.