Allstate Targets Early 2027 for Personal AI Assistant

By Grace Kim

Allstate customers could expect a personal agentic assistant, or PAA, early in 2027 after more than a year of development, CEO Tom Wilson said.

“The foundational technology is in place…the algorithms are being tested,” Wilson said.

How will customers use it without an agent?

Wilson said Allstate wants the PAA to give customers more value every day and bring more people to the insurer through technology. The assistant would handle service needs without a call to an agent or a visit to Allstate’s website.

“We want to give customers more value every day in as many ways as we can, including leveraging technology, and having a PAA will enable more people to come to us,” Wilson said during an earnings discussion with analysts.

“If they don’t feel like calling an Allstate agent – or feel like getting on our website – and they just want to have a PAA do that, we’re fine with that,” Wilson added.

Wilson said personal-lines new business is up 125% over 2019. He said the business currently splits about evenly across three channels:

• Exclusive agents
• Independent agents
• Direct-to-consumer

Wilson said the PAA “gives us the opportunity to serve consumers who prefer to have a machine to handle their transactions,” and will provide context on customers’ coverage needs.

The practical change is a new service route for customers who avoid both agents and websites. The pitch rests on fewer steps: no call, no website and fewer clicks.

What technology sits behind it?

Allstate describes the PAA as the next step in its AI program. The company has not chosen a name for the assistant.

It will use Allstate’s Large Language Intelligent Ecosystem, or ALLIE, which is ingesting code at a much higher rate than it did a few months ago.

Allstate has already launched Ask Allstate, a customer-service agent that handles a variety of customer inquiries. The planned PAA will also work with existing PAAs such as Muse, Allstate said.

Wilson described the shift in reach this way: “Essentially, we’re now marketing to machines and people, not just marketing to people,” he explained.

Wilson framed the launch as an offensive move: “These capabilities also give us the opportunity to be offensive in leveraging capabilities by launching a PAA that’s an expert in protection that still meets consumers’ needs and their desires for fewer clicks.”

Wilson’s strategy links distribution and service. The assistant would handle transactions, add context on coverage and work with existing personal agents, giving Allstate more ways to reach customers.

In practical terms, ALLIE will support a direct Allstate assistant and work alongside personal assistants such as Muse.

What remains unresolved before 2027?

Wilson said the market’s development speed remains unclear. He believes moving in now “will enable Allstate to provide increased value for customers.”

Wilson also expects Allstate’s work to support assistants already in the market. “We believe that this will actually help the existing PAAs out there,” Wilson said.

Asked about possible regulatory or cyber concerns, Wilson said Allstate will “figure out stuff like what do we do with the regulators, what do we do with privacy, what do we do with cybersecurity, as we go.”

Wilson’s answer leaves three workstreams open: regulator engagement, privacy and cybersecurity. His economic case rests on customer benefits and Allstate’s rationale for moving quickly.

“There’s work to be done, but the benefit to customers and the economic rationale is going to move this train down the path,” Wilson said.

Wilson then made the commitment explicit: “This is going to happen. So we decided to get in on it, accelerate it, go as fast as we can, which is why we started leaning into the PAA,” he added.

For Allstate, the early-2027 target turns ALLIE into a broader sales and service channel while privacy, cybersecurity and regulatory choices remain open.