GlobalData’s 2026 UK Commercial Broker Survey suggests that almost 1 in 10 (9.2%) of commercial brokers see AI as the biggest threat to their business. The only two threats deemed more severe are competition from other brokers and the soft market.

A number of insurers and aggregators in the personal lines sector have launched ChatGPT plugins, enabling customers to source products using AI. More recently, distributors in the micro and SME commercial market have followed suit.

Sahil Haider, insurance analyst at GlobalData, said: “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.”

He added: “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.”