Within the next two years, artificial intelligence–driven search is expected to surpass traditional web search, according to the 2025 AI Visibility Index from Semrush.
By Larry Neilson, as previously published on PropertyCasualty360.
When business owners, brokers and consumers ask questions about coverage, claims or risk management, they will increasingly turn to AI platforms such as ChatGPT, Claude AI, Perplexity or Google’s AI Overviews instead of scrolling through pages of traditional search engine links. For carriers, MGAs and independent agents, the implications are profound.
Those not recognized by AI as credible and trustworthy sources of information and insight will be invisible to the audiences they most need to reach. This isn’t a marketing trend. It is a fundamental change in how authority is established online for brands. Insurers that fail to adapt to this fast-moving change risk being written out of the digital conversation altogether. The race to remain visible in this new environment has already started, and early adopters will own the advantage.
How Insurers Can Prepare for the AI Visibility Era
Start With a Clear Digital Audit
Before improving visibility, insurers must understand how AI systems currently view them. Large language models do not simply read a company’s website. They synthesize everything said about the organization across the internet. Outdated directories, inconsistent listings or negative reviews can diminish credibility.
Carriers and MGAs should begin with a comprehensive audit of their digital footprint. That means verifying contact information, cleaning up duplicate or inaccurate listings and monitoring sentiment across review sites and industry platforms. Independent agencies should strengthen their visibility through updated Google Business profiles and consistent messaging across marketing channels.
Equally important is engagement on review platforms such as Google, Yelp, Glassdoor and, in particular for agents, Facebook reviews. Responding to reviews professionally, encouraging satisfied clients to share feedback and maintaining a positive tone all contribute to trust signals AI systems interpret as perceived credibility. These authentic interactions show your organization values transparency and accountability, two qualities both AI and human audiences’ reward. The objective is not to appear everywhere but to appear credible everywhere. AI tools reward signals of trust and consistency far more than volume or repetition.
Build Content Designed for AI Understanding
Traditional SEO emphasizes keywords. AI visibility emphasizes clarity and authority. To be cited or recommended by AI platforms, insurers need content that is structured, factual and compliant. Webpages should answer specific questions in plain language such as “What does inland marine insurance cover?” or “How does E&O insurance protect agencies?” Adding schema markup, or detailed vocabulary added to a website’s HTML, and clear section headings helps AI interpret meaning.
Properly formatted FAQ sections should reflect how humans actually phrase their search queries to further improve visibility. Regulatory accuracy is crucial. AI models favor content that reflects compliance standards, uses proper disclosures and avoids exaggerated claims. This alignment between marketing and regulatory language reinforces authority and ensures an organization’s information can be trusted both by people and by algorithms.
Earn Authority Through Trusted Media
No single action improves AI visibility and brand reputation more than earned media. Mentions in reputable trade journals, business publications or association outlets carry a form of digital weight AI systems interpret as proof of expertise. For insurance organizations, strategic public relations is now a growth driver rather than an afterthought. A profile in established trade publications or a quote in a regional business journal is the ultimate third-party endorsement for AI search tools.
These earned media opportunities not only establish insurers as credible sources of insight, they also help ensure AI models will cite those insurers more often in their answers to related searches. Any public relations effort should focus on relationship and reputation building, not just media exposure. Substantive commentary on regulatory changes, risk trends and market developments that informs rather than promotes will ensure more frequent coverage. The more frequently an insurer is included in news and feature content by respected outlets, the more digital authority and AI visibility those insurers gain.
Treat SEO as a Long-Term Strategic Asset
AI search may be new, but it still relies heavily on traditional SEO. A recent analysis by Ahrefs found 76% of AI-generated citations come from websites already ranking in Google’s top 10. That means conventional SEO remains the entry point for AI visibility. For carriers and agencies, this requires sustained investment in site performance, mobile optimization and structured data.
Why AI Visibility Belongs in Every Insurer’s Strategy
The business of insurance has always revolved around trust, expertise and relationships. AI visibility represents those same values expressed through new technology. When a CFO or risk manager asks an AI tool for the best cyber policy options or an agency principal seeks guidance on M&A risks, the responding systems are not just pulling from search data.
They are evaluating credibility across the web. That means an insurer’s reputation, media presence and digital consistency now influence how often AI tools recommend them. A lack of visibility does not just limit marketing reach; it erodes competitiveness. In future acquisitions or partnerships, buyers and investors will view strong online authority as a sign of brand health and scalability. For marketing and executive teams alike, the message is clear. AI visibility and SEO are no longer separate from strategy. They are the strategy. Ensuring carriers, MGAs and independent agents appear in authoritative AI answers or search results has a direct impact on valuation, lead generation and brand equity.
Looking Ahead: A Resilient Industry Ready To Adapt
The insurance industry has never shied away from change. It has adapted to every disruption from digitization to insurtech to analytics-driven underwriting. The rise of AI search represents the next evolution, one that rewards the same traits among the best insurers: precision, integrity and reliability. Those who take proactive steps today by auditing their brand presence, refining content, cultivating media relationships and maintaining disciplined SEO will find themselves leading this transformation.
Those insurers will not only appear in the answers AI delivers; they will help shape those conversations. Visibility has always been the bridge between expertise and opportunity. With AI now determining where and how that visibility appears, the time to adapt and change is now. Those insurers who move early will not only protect their relevance but expand it by connecting with the audiences that matter most in a world where intelligent search defines discovery.
Larry Neilson is the founder and CEO of Neilson Marketing Services and has more than 35 years of experience in the property/casualty insurance industry helping agencies, carriers, MGAs and vendors build visibility through data-driven marketing and communication strategies. He can be reached at lneilson@neilsonmarketing.com.