Shauna ThoresenCEO & Founder, Social Waves Media · CEO & Founder at Social Waves Media

[Insurance + Medicare Agents] Best Way To Use AI in Marketing

29 Jan 2026 · 2 min

Watch on YouTube

1:36

In this advisory video, Shauna Thoresen explains that insurance and Medicare agents should stop using AI to directly write their ads or social media posts because the output often sounds artificial. Instead, she recommends using AI tools like ChatGPT or Claude to conduct deep research into the language, concerns, questions, and fears of their ideal clients—especially people turning 65 who are considering Medicare. By having the AI crawl websites and forums such as Reddit, agents can capture authentic client phrasing and then incorporate that genuine language into their marketing copy, replacing industry jargon. This approach helps prospects feel seen and heard, leading to higher conversion rates for both paid ads and organic content.

Chapters

This has to be one of the best ways for you to utilize AI, for you to get better at your marketing, for you to increase your conversions, especially if you are running ads or you are posting organic content. Stop asking AI to write your social media posts. Stop asking AI to write your ads, or else it's going to sound like AI wrote your ads. Instead, utilize AI to do deep research on whatever your ideal client is experiencing so you can actually hear the language that they're saying. So for example, I work primarily with licensed professionals, so financial advisors, Medicare agents, long-term care annuity, life insurance agents, and so on. And what I tell them is, for example, my Medicare agents, I say open up your AI, ChatGPT— I prefer Claude these days— and ask it to do a deep research on what people that are turning 65 are saying about Medicare. Find out what their biggest questions are. Find out what their biggest concerns are. Find out what their biggest complaints are about the agents that they talk to. Look up what their fears are, what they want from their plans, what questions they're afraid to ask, and what they're confused on. I have AI do that deep research, and it's crawling not only just what is out there on websites but also on forums like Reddit. Then I'm able to get the actual language that people are saying and what their actual concerns are. Then you can use that whenever you're actually creating your ads or whenever you're creating your social media posts. Move away from using industry jargon and use the actual words that they are saying. It is the best way for them to feel seen, to feel heard, and for them to want to work with you.