I recently wrote a column about Chat GPT and artificial intelligence. So, why am I writing more about it this month? The previous article talked in generalities about the pluses and minuses of artificial intelligence, but it did not go into all the specifics of how using AI to help market and manage employee benefits will "move the needle" – how it will create value for us and our customers. This month, we will consider some use cases that show how this tool can add value.

To start with an immediate example, how many times has something been missed in plan design when a group product is being moved to a new insurance company? Artificial intelligence is great at reviewing documents, and comparing them. A prior carrier's benefit description and contract can easily be analyzed and compared with the proposed new product. This will help make sure the transition is accurately handled. Many employers (and their brokers and advisers) have experienced painful issues when the new product does not match the employer's expectations. AI can help avoid this pain.