Veritas Claims1

Jeffrey Maganis, Co-founder at Crowdcreate

A growing number of business leaders no longer begin their research on search engines. They begin with AI.

Whether using generative AI platforms, intelligent search experiences or AI-powered assistants, buyers increasingly expect immediate answers instead of long lists of links. For insurance organizations, this shift represents both a challenge and an opportunity.

Visibility Is Changing

Traditional SEO focused heavily on ranking webpages for specific keywords. While search engines remain important, AI systems are increasingly summarizing information directly for users.

As a result, organizations need to think beyond rankings and focus on becoming trusted sources of information.

The goal is no longer simply appearing in search results. The goal is being cited as a source of expertise.

Authority Becomes More Important Than Ever

AI systems are designed to identify authoritative information.

Organizations that consistently publish valuable educational content are more likely to become part of the information ecosystem that AI tools reference when generating responses.

This reinforces a principle that has always mattered in insurance, called Expertise wins.

The companies that openly share knowledge, publish thought leadership, contribute to industry discussions and provide educational resources are creating digital authority that extends far beyond their own websites.

What Insurance Organizations Should Be Publishing

To improve discoverability in an AI-driven environment, organizations should prioritize content that answers real-world questions.

Examples include:

• Industry trend analysis

• Claims management insights

• Risk mitigation strategies

• Regulatory developments

• Operational best practices

• Case studies and lessons learned

Content should be written with clarity and depth. As AI systems reward specificity. And prospective buyers do as well.

The End of Keyword-Only Thinking

Many insurance websites still organize content around keywords rather than customer needs. This approach is becoming less effective.

Modern search behavior is increasingly conversational. Users ask questions, describe problems and then they seek guidance.

Organizations should therefore create content that mirrors how buyers actually think and communicate. Instead of optimizing exclusively for phrases, companies should focus on answering questions comprehensively.

Human Expertise Remains the Differentiator

Ironically, the rise of AI makes human expertise more valuable, not less.

AI can summarize information. It cannot replace years of practical experience managing claims, evaluating risks, resolving disputes or navigating industry-specific challenges.

Organizations that share those real-world insights create content that stands apart from generic information.

That distinction matters. Because as AI-generated content becomes more common, audiences become more selective about the information they trust.

Preparing for the Next Era of Visibility

Insurance organizations should not view AI as a threat to marketing. They should view it as an incentive to strengthen thought leadership.

The companies that will gain visibility in the coming years are those willing to invest in expertise-driven content that educates, informs and solves problems.

The future of marketing will not belong to organizations that publish the most. It will belong to organizations that contribute the most value. And in insurance, valuable expertise remains one of the most powerful competitive advantages available.