Nearly Half of Consumers Use AI for Health Plans
An eHealth survey finds consumers increasingly turn to AI to compare insurance options amid rising costs and confusing enrollment.
Updated on Nov. 3, 2026 in Insurance
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A survey of more than 1,000 adult patients by eHealth found that 48% of American healthcare consumers have used AI to review insurance plan options. The findings come as ACA Marketplace premiums rise in some states during open enrollment for 2027.
Why it matters
Consumers are turning to AI amid concerns about cost and the difficulty of navigating health coverage, and 68% of ACA Marketplace enrollees worry they will not be able to afford a plan in 2027. Cost of insurance is projected to increase next year, and employers may partially pass increases on to workers.
A survey of more than 1,000 adult patients found 84% of consumers feel the insurance system was intentionally designed to be confusing, and 57% call open enrollment stressful. Analysts expect at least a 9% jump in employer-sponsored plan costs in 2027, though the source does not give state-level premium increases.
The players
eHealth
eHealth is an online health insurance marketplace that conducted the survey of more than 1,000 adult patients on health plan shopping.
Accenture
Accenture is a global professional services company that reported in September 2026 that 62% of young members use AI to choose a health plan.
The details
Consumers use AI to compare plans, assess benefit nuances based on medical needs, and parse medical jargon into plain-language explanations. Two-thirds of consumers report receiving incorrect medical advice from AI, and 82% think claims denied by AI must receive a human second review.
Timeline
June 2026: A preliminary look showed some state ACA premiums could rise double digits.
September 2026: Accenture reported 62% of young members use AI, not care navigators, to choose a health plan.
November 2026: Open enrollment season begins for ACA Marketplace plans for 2027.
Market Dynamics
Accenture's September 2026 data showed 62% of young members use AI rather than care navigators to choose a health plan, and the eHealth survey extends that shift to consumers broadly. The pattern suggests AI is becoming a standard tool for navigating insurance decisions that have historically relied on human guidance.
With 68% of ACA Marketplace enrollees worried about affording a 2027 plan, shoppers may need to compare premiums and benefits carefully during open enrollment. Consumers who stay on the same plan year after year, as 71% do, should review whether it still fits their budget and medical needs.
The takeaway
Because AI tools can give incorrect medical advice, consumers should verify plan details directly with insurers before enrolling. Reviewing your plan each open enrollment period, rather than automatically renewing, can help reveal better-fitting or more affordable options.
What happens next
Open enrollment for ACA Marketplace plans for 2027 begins in November 2026, when consumers will face the premium increases reported in some states.
Further reading
For more on how premium changes affect coverage choices, see Insurance coverage.
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