A GlobalData survey found that AI is emerging as a competitive concern for UK commercial brokers, as new AI-enabled distribution channels create additional ways for customers to begin their insurance purchasing journey. GlobalData's 2026 UK Commercial Insurance Broker Survey found that 9.2% of brokers identified AI as the biggest threat to their business, behind only competition from other brokers and the soft market. Insurers and aggregators are increasingly establishing a presence within conversational AI tools like ChatGPT, potentially placing them in front of consumers before a broker becomes involved.