Actualintelligence is what benefit brokers and consultants use when theydiscuss benefit program design with employers, or when enrollerstalk with employees about their needs. (Photo:Shutterstock)

When I was a kid, I was the type who took apart clocks to figureout what made them tick. I put them back together as well (most ofthe time). In today's world, figuring out what makes things tick isa bit different. Many devices have substituted digital impulses forgears and cogs. Artificial intelligence (AI) is one of thosethings. I have a couple of insights for benefit professionals as weconsider artificial intelligence in our market.

AI is a current hot topic in our business. Insurance companiesare using it as part of their call centers, both to answer simplecustomer inquiries and to direct calls from customers with complexissues. Artificial intelligence systems can bring up a customer'srecord for the call center rep and even interpret the customer'smood!

Related: How will AI affect your business?

Another example of using AI in our business is the benefitadministration systems used by most employers. These systems play arole in guiding employees through enrollment choices, usingartificial intelligence to analyze an individual's needs and makerecommendations.

And yet, as advanced as AI is becoming, there are stilldrawbacks. For example, how many of us have asked Alexa (or Siri or Google) a question onlyto be told "I don't know about that one," or "Here's what I foundon the web."

Another problematic feature of artificial intelligence isinherent bias. It's well documented that AI recommendation enginesoften reflect the biases of the system programmers. A system ofartificial intelligence seems like a dispassionate source of truthto the uneducated customer. It is all too easy for the bias of thesystems creators—often a bias driven by the amount of revenue aparticular product generates (not value to customers)—to bereflected in recommendations that are counter to the best interestsof the individual.

In fact, AI advisors often leave customers with more problemsthan solutions. Sometimes their answers are great and at othertimes, simply mystifying. So, I had a moment of inspiration: Weshould all think of this as an opportunity for a new kind of AI.Instead of artificial intelligence, what about actualintelligence?

Actual intelligence is used in our business during both employerand employee discussions. It's what benefit brokers and consultantsuse when they discuss benefit program design with employers, orwhen enrollers talk with employees about their needs. When it comesto such recommendations, while it's difficult at times for humansto think beyond our own interests, we use our actual intelligenceto overcome our biases and put the customer first. On the otherhand, artificial intelligence has no means of overcoming suchbias.

Trusting artificial intelligence often places customers on anisland of helplessness. Our "new" AI—actual intelligence—ishuman-driven. Instead of mindlessly listing facts, it drivesrecommendations based on specific customer situations, applyingknowledge and experience to best solve the customer's need.

Artificial intelligence is a great way to inventory facts andorganize them for professionals to interpret and turn intosolutions for customers. Someday, the alchemy of systemsdevelopment may allow artificial intelligence to effectivelyreplace our human AI, but meanwhile our actual intelligencerepresents the best opportunity customers have to maximize thevalue of their benefit programs.

Read more: 

• How artificial intelligence can enhance benefitsprograms
• Dave Chase on how AI will change the employeebenefits industry
• Making EQ a bigger part of your recruitmentcriteria