Philadelphia-based Independence Blue Cross has launched a new GenAI customer service tool to support customer service representatives in improving accuracy and speed of customer interactions, according to a news release shared with Becker’s.
The pilot, initiated in February 2025, tasked more than 40 customer service representatives with using the tool to assist with member-specific questions, summarize complex medical policies and search benefits.
The AI tool was found to have reduced the number of steps customer representatives must take to access critical information and improved efficiency by increasing the percentage of customers who receive solutions on their first inquiry. It also documents responses and validates the information with Independence Blue Cross’ existing customer relationship system.
“Our associates have always been our greatest asset. By harnessing cutting-edge technologies, we’re equipping them with the tools they need to enhance their work experience and satisfaction, reinforcing our commitment to putting our members first,” said Michael Vennera, executive vice president and chief strategy, technology and operations officer.
With a 90% success rate among representatives, a 12-month rollout of the GenAI tool is expected to be deployed beyond the initial pilot group.
