IBX Implements GenAI Tool to Enhance Customer Service and Member Trust
In a bid to improve customer service efficiency and accuracy, Independence Blue Cross (IBX) has introduced a generative AI (GenAI) tool designed to assist its customer service representatives.
The pilot program, launched in February 2025, involves over 40 representatives who utilize the tool to address member-specific queries, explain complex medical policies, and access benefits information in real-time. Rather than replacing human representatives, the GenAI tool provides clear, plain-language responses during customer interactions, reducing the steps representatives need to take to locate answers and improving first-call resolution rates. It also automatically generates documentation, allowing representatives to validate answers against the company’s customer relationship management system.
“The customer service GenAI tool serves as a tool to empower our representatives, not replace them,” stated Michael R. Vennera, executive vice president and chief strategy, technology, and operations officer at IBX. The company plans to roll out the tool more broadly over the next 12 months, following positive feedback from 90% of participating customer service representatives.
IBX is among several Blue Cross Blue Shield plans currently piloting AI technologies to streamline service delivery. For instance, Blue Cross and Blue Shield of Minnesota has integrated a chatbot into its Blue Care Advisor program, resulting in members being nearly twice as likely to follow preventive care guidelines compared to those who didn’t engage with the AI tool.
Public opinion research supports this hybrid approach, with a 2024 Deloitte survey revealing that 64% of U.S. adults support healthcare providers using AI to improve care, and 74% trust clinicians the most for health information. IBX’s strategy aligns with these expectations by keeping customer service representatives in control while leveraging AI to enhance efficiency and accuracy.
The growing interest in GenAI within the payer space highlights the need to improve member engagement while managing administrative costs. By initiating a customer service use case and grounding the pilot in a responsible framework, IBX is positioning itself for growth and potential in this emerging space.
