The Big ‘I’ Launches AI Marketing Toolkit 

The new resource is designed to help independent insurance agencies harness the power of AI to enhance client relationships, optimize marketing efforts and drive growth.

(Image source: The Big “I”.)

The Independent Insurance Agents & Brokers of America (The Big “I”; Alexandria, Va.) the oldest and largest national association of independent insurance agents and brokers in the United States, has released the Trusted Choice AI Marketing Toolkit, designed to equip independent agents with the latest tools to leverage AI to elevate client interactions, fine-tune communications and more.

Chris Cline, Executive Director, Agents Council of Technology (ACT), The Big “I”.

“Given the pace of AI, many may be feeling some uncertainty and perhaps fear,” observes Chris Cline, the executive director of the Big “I” Agents Council of Technology (ACT). “In collaboration with our supporting partners and Big ‘I’ teammates, we are working to create clarity and a better understanding of the many opportunities and some of the risks associated with AI in our industry.”

“We believe it’s essential for all of us to pay attention to ways AI is and will offer compelling benefits across nearly every function of a business,” Cline adds. “But it’s also essential to be intentional, define specific goals, have an adoption plan, understand the risks, and have a clear operational and change management plan.”

The toolkit covers a wide range of AI related strategies including the following as described in a statement from the Big “I”:

Mastering AI Prompts: Harnessing the power of AI in marketing isn’t just about choosing the right tools; it’s also about mastering the art of communication with these tools. At the heart of this interaction lies the concept of “prompting”—a critical skill that independent insurance agents must understand to fully leverage AI in their marketing strategies.

AI for Marketing and Sales: For independent insurance agents, the leap into AI-assisted marketing is a strategic move that can allow them to generate copy and materials with a level of expertise previously only accessible via full-time marketing staff. However, many agents can be hesitant about adopting new technologies or planning complex marketing initiatives to simplify the process and produce high-quality materials that drive consumer behavior.

Using AI for SEO: For independent insurance agents, being easily found online is the name of the game. In today’s digital-first world, potential clients are likely to start their search for insurance products and services online. This is where a well-crafted search engine optimization (SEO) strategy comes into play.

AI Chatbots: In the ever-evolving landscape of insurance marketing, AI chatbots are emerging as invaluable tools for independent insurance agents seeking to enhance customer interactions and streamline communication processes. By leveraging AI chatbots, insurance agents can engage with clients, provide instant responses to inquiries and offer round-the-clock support, ultimately improving customer satisfaction and operational efficiency within their agencies.

Kevin Brandt, Executive Director, Trusted Choice.

Top AI Tools: The potential applications of AI are virtually limitless, presenting an expansive, and sometimes expensive, array of platforms and programs from which to choose. Selecting the most suitable AI solution will depend on your agency’s unique needs and objectives.

Ethics and Best Practices: Incorporating AI brings tremendous benefits. However, it also presents a set of ethical considerations, which requires a few best practices that need to be diligently observed. Ensuring that AI systems are developed and used responsibly is crucial to mitigating risks.

“In today’s rapidly evolving market, independent agents can leverage AI to enhance their marketing strategies and stay competitive,” says Kevin Brandt, executive director of Trusted Choice. “Trusted Choice is dedicated to helping agents navigate market complexities, improve client communications, and maintain strong client relationships through innovative solutions and continuous support,” Brandt said, “Our commitment is to support these agents every step of the way, providing them with the tools and resources they need to adapt and thrive.”

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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