Exploring the Perception, Potentials, and Barriers of AI-assisted Services in Swiss Health Insurance Companies: An Expert and Consumer Interview Study
(A2025-125777)

AUTHORS

Mirjam Hauser, FHNW University of Applied Psychology; Matthias Hudecek, FHNW University of Applied Psychology; Adina Lüthi, FHNW University of Applied Psychology; Anne-Catherine Perrig, FHNW University of Applied Psychology; Chasper Lohri, FHNW University of Applied Psychology; Elena Fischer, FHNW University of Applied Psychology

ABSTRACT

The healthcare sector is one of the key areas where artificial intelligence (AI) is expected to be extensively utilized. Specifically, health insurance companies anticipate benefits from implementing and offering AI-assisted services. However, from the perspective of Swiss health insurance companies (SHIC), there is a lack of understanding how such services (e.g., chatbots, voicebots, apps) are perceived and accepted by customers. We conducted two qualitative studies interviewing experts (n=6) and customers of SHIC (n=12) to address this research gap. The analyses reveal four value propositions by AI-assisted services for SHIC. In addition, six factors impacting consumers’ intention to use AI-assisted services were identified. From a practical perspective, SHIC must address the concerns of their customers and ensure that AI-assisted services function correctly and reliably from the start to maintain their customers’ trust.