AI revolution? A quick history of insurance distribution following the "Muse news"

Home and auto bundlers represent some of the most attractive and profitable risks in personal lines, but these customers have historically gravitated toward agents due to perceived purchasing complexity and a desire for advice. These risks may be less complex than commonly perceived, and generative AI has the potential to offer excellent advice; the larger obstacle has been a high-commission agency compensation model that often rewards policy retention over policy shopping. Personal shopper "bots" such as Muse have the potential to act as digital representatives of the insurance buyer, aligning the purchasing process with the customer's objectives rather than the distributor's economics;