ITC Vegas 2026: AI Is Everywhere. Now What?

By PS Advisory Team

AI was everywhere at ITC Vegas 2026. But the most interesting conversations weren't about what AI could do. They were about getting it to work.

How quickly can we implement it? Will our teams use it? And where's the return on investment?

After three days at Mandalay Bay, meeting with clients, partners and insurance leaders, we came away with five takeaways and a few memorable Vegas stories.

1. The Focus Has Shifted From Pilots to Production

One of the clearest themes at ITC was the growing focus on putting AI into production.

Insurance organisations want practical applications that deliver measurable results. Implementation timelines, user adoption and ROI are becoming central to the conversation.

The pressure is on to turn AI investment into business value.

2. Insurance Expertise Makes the Difference

Agentic AI was everywhere on the expo floor, with plenty of solutions promising greater efficiency and automation.

What matters is understanding how insurance businesses actually operate.

A producer managing client relationships, an underwriter assessing risk and a claims team handling complex cases have very different needs. Successful AI implementation depends on understanding those workflows and the systems behind them.

3. Producers Want to Sell, Not Update Salesforce

On September 29, we demonstrated Simitar AI at Booth 2 during ITC Agents Day.

One frustration came up repeatedly in conversations with agency and brokerage leaders: producers don't want to spend their day updating Salesforce.

Yet businesses rely on that information for pipeline visibility, forecasting and decision-making.

Simitar allows producers to call in, explain what has changed and have that information captured in Salesforce through a voice-driven digital assistant.

Andrew Bartels, CEO, PS Advisory

We've built Simitar to tackle the Salesforce adoption problem. When producers can update their CRM with a phone call, businesses get better data, clearer pipeline visibility and more reliable forecasting.

4. Good Data Is the Foundation

Data quality and integration were recurring topics throughout the week.

We enjoyed catching up with our Salesforce partners, including James Webb, Abhinav Prakash and the wider insurance team, and hearing more about Data 360 and connected policy selling.

Andrew also sat down with Roger Ferrandis, Head of Partnerships at Sixfold, to record a webinar on connecting AI-powered underwriting directly with Salesforce.

They explored how submissions, enrichment data and underwriting decisions can move between systems, helping insurers make better use of the technology they already have.

We'll be sharing the recording soon.

5. Trust Will Shape AI Adoption

As insurers move towards implementation, choosing the right technology partners is becoming increasingly important.

Businesses are weighing what to build, what to buy and who to work with.

Data security, human oversight, accountability and proven implementation experience all influence those decisions. In insurance, trust carries considerable weight.

And Then There Was Vegas...

Some of the best conversations happened over dinner with clients, partners and friends.

We also encountered a robot dog on the expo floor, a driverless Zoox outside the hotel and the Zelis Puppy Park, which may have been our favourite meeting of the week.

And a magician set his wallet on fire at our booth.

We still finished the demo.

Nancy Paul, Senior Growth Leader, PS Advisory

The conversations at ITC were all about results. Insurance leaders want to see how AI improves productivity and delivers ROI. The response to Simitar showed us just how much demand there is for practical solutions that solve everyday problems.

What's Next?

We left ITC Vegas with valuable feedback, new opportunities and a clear sense of what insurance businesses are looking for.

The conversations reinforced our focus at PS Advisory: solving real operational challenges, connecting the right technology and helping businesses get more value from their Salesforce investment.

Thank you to everyone who visited Booth 2, met with our team or joined us for dinner. We look forward to continuing the conversations.

Missed Us at ITC Vegas?

Want to see how a simple phone call can update Salesforce and give your producers more time to focus on clients?

See Simitar AI in action in just three minutes.

Book a Simitar AI demo → https://calendly.com/npaul-psadvisory/simitar-demo