The Insurance Dream Podcast recently invited BrightFire Manager of Strategic Partnerships Spencer Breidenbach to share key insights on “AI in Insurance Marketing: Myths, Benefits & Best Practices.”
In this episode, The Insurance Dream Podcast host Abe Boling and Spencer discuss how independent insurance agencies can use AI to enhance operational efficiencies, answer questions, brainstorm content ideas, generate fresh content, fix grammar and spelling mistakes, revise content, and more.
- View a summary of the episode below, and listen to the podcast episode here: AI in Insurance Marketing: Myths, Benefits & Best Practices
AI’s Role in Insurance Marketing
- Although artificial intelligence (AI) has been around for several decades, it has become a buzzword in the last couple of years as it relates to content generation.
- Some popular tools include ChatGPT, Google Gemini, Microsoft Copilot, and DALL·E 3.
- Agencies can use AI to enhance operational efficiencies, answer questions, brainstorm content ideas, generate fresh content, fix grammar and spelling mistakes, revise content, and more.
AI Myths
- Myth #1: Generative AI Will Replace Humans
- The reality is that generative AI is a tool to enhance efficiency, but it cannot replace human creativity and strategies.
- As people use AI more, they may become too dependent on it, losing sight of their overall marketing goals and strategies.
- Even if you are really specific in your prompt detailing the goal of a piece of content, AI isn’t perfect and can’t know exactly what you had in mind to perfectly reflect your goals.
- AI also doesn’t know what has worked well for your agency in the past and what hasn’t. So, it may not write content that will best reach and engage your specific audience.
- Myth #2: AI-Generated Content is 100% Accurate & Error-Free
- In reality, AI tools can make mistakes and generate misinformation due to their limitations in training and gaining the most up-to-date information.
- Content generated by AI should always be reviewed by a human for accuracy, especially in the insurance industry, where specific coverage details and compliance are critical.
- If you let AI write a blog for your agency about the ins and outs of a certain type of coverage and publish it without reviewing the content for accuracy, your website visitors may get false information about what’s covered in a policy and may try to hold your agency liable.
- Myth #3: AI Can Run on Autopilot
- The reality is that to be most effective for your agency, AI needs human input and fine-tuning.
- AI can’t fully comprehend your brand’s personality or voice. While AI can create a response in a certain tone of your choosing, it can’t completely know your agency’s personality or writing style.
- AI will lack the personal touch that only you and your staff can provide. For instance, a long-time customer may notice if they receive an AI-generated response that is impersonal and doesn’t acknowledge their history with your agency.
- Determine when it makes sense to have AI generate content and when it’s best to write content that AI tools can then review for grammar and spelling mistakes.
Benefits Of Using AI
- When used correctly, AI tools can help your agency save time and streamline job processes.
- AI can quickly generate blog topic ideas, outlines, entire blog article drafts, and social media captions.
- When prompted, AI can incorporate effective SEO keywords into your content to help boost your online presence and rank higher in the search results.
- Some AI tools can help your agency improve your engagement and customer experience by recommending the best times to post on social media or providing thoughtful responses to your social media comments, direct messages, and online reviews.
- If spelling and grammar aren’t your strong suit, AI tools can help your agency look more professional by reviewing existing content for typos and grammatical errors.
Additional AI Best Practices
- Something to keep in mind when using AI tools is that it’s best to create very specific prompts with multiple sentences explaining the tone of voice, length, and style that you want the content to be written in.
- View AI tools as an extension of your team and see what makes the most sense for your team’s efficiency. If you like the blog topic ideas AI tools come up with, but it takes your agency more time to cross-reference and review full blog articles written by AI than it would to simply write what you know, then choose to only use AI for topic ideas.
- Get creative! Explore new and unique ways to leverage AI by getting creative with your prompts. AI tools can help your agency generate hashtags for social media posts or change the tone of your content to be more witty, educational, professional, helpful, etc.
- Continue looking for new ways to save even more time using AI. For example, many of the software solutions you are already using may have integrated AI tools into their platforms (i.e., ChatSpot by HubSpot, Einstein Copilot, Copilot Studio by Salesforce, and OwlyWriter by Hootsuite).
- BrightFire offers AI assistance for our Reviews & Reputation Management and Social Media Marketing services.
- With these features, agencies can leverage AI to help generate social media posts, hashtag ideas, online review responses, and responses to direct messages.
- BrightFire customers can also use AI to generate emails, text messages, and internal notes in their BrightFire dashboard’s inbox, as well as regenerate responses to change the length of the text, fix spelling and grammar mistakes, or change the tone to be more friendly, witty, descriptive, informative, or formal.
- BrightFire will soon also offer AI assistance with our Insurance Agency Website service, helping agency customers create additional blog posts and image drafts.
Questions?
If you have any questions about what we discussed in the podcast series or any of BrightFire’s digital marketing solutions, please schedule a call with sales.
