Historically, the insurance industry has been seen as a traditional sector, but it has stepped up in recent years, embracing new approaches to meet the demands of the digital era and the expectations of newer generations of clients.
As digital transformation accelerates, technology is reshaping how insurers connect with customers and market their services. Kenny McClinton, (pictured), director of digital marketing at Risk Strategies Company and recent recipient of the IMCA Trailblazer Award, shared his insights on the key trends driving this shift and how brokers and insurers can stay agile in an increasingly competitive landscape.
AI is dominating the conversation in nearly every industry, and insurance marketing is no exception. McClinton highlighted AI’s potential in two key areas: decision-making and content creation.
"In terms of decision-making, AI is a powerful tool for informing the next steps in marketing campaigns based on available data," McClinton explained. "But where it’s really revolutionizing marketing is in content creation and repurposing. If you have a long-form asset like a webinar or white paper, AI can help you transform that into multiple content formats, making it adaptable for various channels."
This content repurposing, McClinton added, can also be enhanced by AI's ability to personalize assets. For example, an insurance company addressing cyber risk can use AI to tailor its messaging to fit different consumers. "The ability to personalize and segment content at scale is huge," he noted. "AI makes it easier to create content that's highly relevant to specific audiences.”
There’s also strong potential for smaller brokerages to get more mileage from their marketing budgets through AI. For businesses without large teams or budgets, AI tools can help stretch resources, eliminate guesswork, and ultimately drive better engagement.
Despite AI’s clear advantages, McClinton remained pleasantly surprised by the industry’s overall readiness to embrace the technology, noting that insurance is showing a growing openness to innovation. He observed that insurers are increasingly experimenting with new tools and adapting as they go. However, McClinton also emphasized the importance of remaining vigilant when using AI. Despite its potential, it must be carefully managed to avoid pitfalls such as copyright issues and misuse.
Last year, Getty Images took legal action against Stability AI, an artificial intelligence company best known for its text-to-image model. Getty alleged that Stability used its agency’s images to train its model without permission, and that the images it subsequently generated were essentially imitations of Getty photos.
“AI is not an easy button; you can’t just hit it and expect it to do everything for you,” McClinton emphasized. “You need to maintain the human element.” Human expertise brings an essential, organic quality to content that AI alone cannot replicate, adding the kind of nuanced context that resonates deeply with audiences - something AI might not fully capture on its own.
While marketing strategies evolve with technology, McClinton emphasized that effective insurance marketing rests on core principles that stand the test of time. At the heart of any successful campaign is a genuine understanding of the target audience.
“Do you know your buyer personas inside and out? What are their pain points? Where do they spend their time online? What type of content resonates with them?” McClinton posed. This foundational knowledge, he noted, is essential to reaching audiences where they are, and crafting content that truly connects.
Aligning marketing strategy with broader business objectives is also crucial, McClinton advised. Marketing efforts should not operate in isolation but be woven into your organization’s sales and service goals. “Instead of running a standalone campaign, you need to ensure your strategy is in sync with your business goals,” he emphasized.
A third essential principal McClinton highlighted is the need for consistent messaging and an omnichannel approach. In today’s crowded digital landscape, simply having a presence on one or two platforms isn’t enough. With consumers constantly bombarded by information, insurers and brokers need marketing partners who can deliver a cohesive message across channels and make it memorable.
“One of those touchpoints may be the one that moves a consumer to take action - whether it’s clicking, filling out a form, or attending an event. Consistency has always been key for me,” McClinton shared.
