As employees use AI to navigate benefits, HR is using it to guide them
A majority of HR professionals are already using artificial intelligence to educate employees about their workplace benefits, according to new research, as AI emerges as a go-to tool for the workforce in selecting benefits.
The survey of more than 300 HR professionals, conducted by US-based payments technology provider InComm Benefits, found that 57% already use AI in education or training related to benefits administration.
A further 55% expressed enthusiasm about the potential of AI tools in their department more broadly.
The research suggests HR is responding to the mounting pressure to deliver more accessible benefits experiences to employees who are often confused about how to use the accounts available to them.
It also comes as workers themselves increasingly turn to AI for answers when it comes to benefits. Research published earlier this year by US insurer The Hartford found that 17% of employees were already using AI to help with benefits decisions during open enrolment, with more than half of those workers being Gen Zs.
Mike Fish, head of Employee Benefits at The Hartford, said the situation offered HR leaders an opportunity to guide workers as AI becomes an increasingly common source of benefits information.
"HR leaders have an opportunity to guide workers as this new environment emerges by ensuring they also have access to trusted, employer-supported resources and clear benefits communication," Fish said.
"Employers can help by providing simple, easy-to-understand benefits information and offering knowledgeable support tools that make it easier for employees to compare options, understand costs, and fill coverage gaps."
What else could HR do?
Meanwhile, the Incomm Benefits report underscored the importance of having a dedicated account manager who understands the company's goals, workforce, and operational needs.
"Instead of navigating generic support channels or repeatedly explaining issues to different representatives, HR leaders value having a knowledgeable point of contact who can provide proactive guidance and help resolve issues quickly," it said.
It stressed that account management is a "critical component" in delivering a better employee experience for firms that are using spending account providers.
The report also suggested taking advantage of webinars, live information sessions, and provider materials, which have become the least-used education tools.
"Webinars and provider materials can be accessible whenever employees need a reference, while live info sessions could provide more personalised support to address specific issues or guide employees towards selecting benefits that meet their needs," the report read.
