Guidewire Software Inc. (NYSE: GWRE) has recently published its annual European Insurance Consumer Survey, shedding light on UK customers' perceptions of artificial intelligence (AI) in the insurance sector. The findings, released on May 20, 2026, indicate a growing acceptance of AI among consumers, provided there are adequate human checks and regulatory frameworks.

1. Key Findings of the 2026 Survey

The survey, conducted by Censuswide, involved 4,004 UK consumers who have engaged with insurance products over the past year. The results reveal that nearly one-third (30%) of UK customers are comfortable with their insurers leveraging AI to determine pricing for insurance policies. Acceptance appears to rise when customers perceive tangible benefits from AI usage, such as assistance in completing insurance documents and policy applications.

Acceptance of Technology

The data shows that 38% of respondents would welcome AI's help in navigating paperwork, while 39% are open to AI supporting human customer service representatives. These figures remain consistent with last year’s survey, indicating a stable sentiment towards AI's role in the insurance landscape.

However, the industry may be at a critical juncture regarding consumer trust. Key priorities for UK consumers include:

Human Intervention: 33% of respondents expressed the importance of human oversight in AI-driven decisions.

Transparency: 26% emphasized the need for clear processes and communication regarding AI usage.

Regulatory Oversight: 23% called for robust third-party regulations to keep AI applications in check.

2. The Impact of Personal AI Usage

Interestingly, the survey revealed that customers who engage with AI technology regularly are significantly more receptive to its use in insurance. For instance:

Daily AI users are twice as likely to trust automated insurance pricing compared to the overall population, with 63% expressing comfort with "human-free" decisions.

An overwhelming 80% of daily users would accept AI assistance in filling out insurance documents, compared to just 38% of all UK consumers.

Furthermore, 59.5% of daily AI users are comfortable with AI processing insurance claims, while only 27% of the general populace shares this sentiment.

Even among these tech-savvy users, the demand for transparency (30.6%) and human involvement (39%) remains strong, indicating that comfort with AI does not negate the need for oversight.

3. Expert Insights

Charles Clarke, Group Vice President of Guidewire, commented on the report's implications, stating, “AI is playing an increasingly important role in the insurance industry, and customers are becoming more comfortable with its use. Our report shows that when customers clearly see its value, they are significantly more likely to accept AI within the insurance process.”

Michael Cook, Partner at PwC, echoed this sentiment, highlighting the need for a balanced approach to AI in insurance. He noted that while AI offers efficiency and convenience, human judgment must remain integral to decision-making processes. Cook emphasized that as AI becomes more embedded in daily life, maintaining consumer trust will rely on transparency, robust regulation, and effective governance.

4. The Path Forward

As Guidewire continues to innovate in the insurance technology space, the findings of this survey provide a roadmap for insurers looking to leverage AI responsibly. By prioritizing human oversight, transparency, and regulatory compliance, insurance companies can foster a trusting relationship with consumers, ultimately unlocking AI’s potential to deliver personalized and fair insurance services.

5. About Guidewire

Guidewire is a leading platform for property and casualty insurers, trusted by over 570 insurance companies across 43 countries. Through its core systems, data analytics, digital capabilities, and AI integration, Guidewire sets the standard for cloud platform excellence in the insurance industry. With a remarkable record of over 1,700 successful implementations, the company continues to support insurers in their quest for innovation and growth.

Original press release