Artificial intelligence is quickly changing how consumers search for information, compare products, and make purchasing decisions. Medicare could become one of the most important tests of how far that technology can extend into highly regulated, high-stakes consumer decisions.
A recent Forbes Business Development Council article, “Medicare Enrollment May Be AI’s Next Major Test in Regulated Commerce,” explores what could happen as consumers increasingly turn to conversational AI tools to research Medicare coverage and narrow their options.
For insurance agents, the takeaway isn't that AI is about to replace the agent. It's that the Medicare shopping journey itself may be changing—and agents should be prepared.
For years, Medicare consumers have relied on search engines, carrier websites, Medicare.gov, direct mail, call centers, and licensed agents to research their options.
AI introduces another layer.
Instead of searching through multiple websites, a consumer can ask an AI assistant questions such as:
Conversational AI can potentially synthesize information and explain complicated concepts in plain language.
That convenience is exactly why the technology deserves agents' attention.
As the Forbes article notes, AI is increasingly moving beyond simple information retrieval toward helping consumers narrow choices, compare options, and support decisions.
Source: Forbes – Medicare Enrollment May Be AI’s Next Major Test in Regulated Commerce
Comparing Medicare coverage isn't like asking an AI assistant to recommend a television or find the cheapest airline ticket.
The right coverage can depend on a beneficiary's:
Agents also need to understand the differences among Medicare Advantage, Medicare Supplement, Part D, and other Medicare solutions, as well as the carriers and products available in their markets.
Plan information can also change from year to year.
That creates an important distinction between providing information and helping someone understand how that information applies to their individual circumstances.
It's one reason human expertise remains important.
AI systems can process enormous amounts of information quickly, but speed doesn't eliminate the need for accuracy, oversight, privacy, and regulatory compliance.
CMS's own guidance on artificial intelligence emphasizes accountability and human oversight. CMS states that individuals and teams using AI remain responsible for its output and notes that human review is necessary in sensitive applications. CMS guidance also warns about privacy, data security, inaccurate outputs, and the risks associated with sensitive information.
For agents and agencies experimenting with AI, that is an important principle:
AI can assist the process. It should not eliminate appropriate human review.
Agents should be particularly careful about entering personally identifiable information (PII), protected health information (PHI), or other sensitive client information into AI systems unless those systems and workflows have been appropriately reviewed and approved.
Source: CMS – Artificial Intelligence Guidance
As consumers gain access to more information, the agent's role may shift further from simply providing information to helping consumers interpret it.
A beneficiary may arrive at an appointment having already researched Medicare Advantage, Medicare Supplement, Part D, provider networks, prescription coverage, and supplemental benefits with an AI assistant.
But they may also arrive with incomplete, outdated, or misunderstood information.
That's where an experienced agent can add significant value.
Agents can help consumers:
In other words, AI may make information easier to access while simultaneously increasing the importance of verification and interpretation.
For agents, staying current through ongoing insurance agent training and education becomes even more valuable when clients may be bringing AI-generated information into the conversation.
There's another implication agents shouldn't overlook.
If consumers increasingly use AI tools to discover and research Medicare information, having clear and authoritative online content becomes increasingly important.
Agents and agencies should make sure their digital presence accurately explains:
Websites should also be kept current, technically accessible, and structured so information can be understood by both traditional search engines and emerging AI-powered discovery tools.
The goal isn't to produce content specifically for algorithms.
It's to publish clear, accurate, useful information that establishes what you do and who you help.
For independent agents, this also means thinking beyond a basic website. A coordinated digital presence that includes educational content, email, social media, client communications, and consistent branding can help agents remain visible as consumer discovery habits evolve.
PSM provides independent agents with marketing tools and resources designed to help them build and maintain that presence.
Consumers aren't the only ones who can benefit from AI.
Agents can use AI as a productivity tool for tasks such as:
PSM's AI for Insurance Agents resource explores practical ways agents can begin incorporating AI into their businesses while keeping human judgment at the center of the process.
The key is maintaining appropriate human review—especially for Medicare-related communications, compliance-sensitive material, and anything involving client information.
AI should help agents work more efficiently, not encourage them to bypass the judgment and compliance responsibilities that come with being a licensed insurance professional.
Medicare is already a large and increasingly digital marketplace. CMS reported approximately 70.5 million Medicare beneficiaries in its May 2026 enrollment data, with 51.2% enrolled in Medicare Advantage and other health plans.
As AI becomes another way those consumers research coverage, agents shouldn't view the technology only as competition.
It can also be a tool.
The agencies that adapt effectively may be those that combine the efficiency of new technology with something technology has a much harder time replicating: a trusted relationship with a knowledgeable professional who understands the consumer's individual situation.
AI may change how a Medicare conversation begins.
Licensed agents can still play an important role in helping consumers understand their options and navigate what comes next.
For independent agents who want to strengthen their Medicare business, PSM provides access to Medicare products and carrier solutions, training, marketing resources, technology, and experienced support designed around the needs of independent agents.
Forbes Business Development Council:
“Medicare Enrollment May Be AI’s Next Major Test in Regulated Commerce,” Scotty Elliott, September 22, 2026
https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2026/09/22/medicare-enrollment-may-be-ais-next-major-test-in-regulated-commerce/
Centers for Medicare & Medicaid Services:
CMS Technical Reference Architecture – Artificial Intelligence Guidance
https://security.cms.gov/policy-guidance/cms-technical-reference-architecture
CMS Data:
Medicare Monthly Enrollment Data
https://data.cms.gov/summary-statistics-on-beneficiary-enrollment/medicare-and-medicaid-reports/medicare-monthly-enrollment