Independence Blue Cross introduces Generative AI Tool

Independence Blue Cross (IBX) recently launched a cutting-edge generative AI (GenAI) tool designed to augment IBX customer service interactions. This innovative solution empowers customer service representatives to deliver faster, more accurate responses to members and providers in real time.

Initiated in February 2025, the pilot includes more than 40 IBX customer service representatives who are trained to use the GenAI tool to quickly address member-specific inquiries, summarize complex medical policies, and look up benefits.

The GenAI tool streamlines workflow by providing clear, conversational, plain-language responses to customer service representatives for member inquiries. This reduces the number of steps that representatives must take to access critical information, improving efficiency and increasing the percentage of customers who received resolutions to their questions on their first call. The tool also efficiently documents responses, allowing representatives to quickly validate the information provided against IBX's existing customer relationship management (CRM) system.

"The customer service GenAI tool serves as a tool to empower our representatives, not replace them. Our associates have always been our greatest asset. By harnessing cutting-edge technologies, we're equipping them with the tools they need to enhance their work experience and satisfaction, reinforcing our commitment to putting our members first," said Michael R. Vennera, EVP and chief strategy, technology and operations officer at Independence Blue Cross.

The tools development and implementation are guided by IBX's Responsible AI governance framework, which emphasizes ethical, responsible practices in deploying GenAI technologies. This ensures that the software operates in alignment with IBX's vision for innovation while prioritizing the trust, security, and well-being of our members and the communities we serve.

"This tool serves as a shining example of how GenAI can elevate operational excellence and member satisfaction, ultimately helping to empower them to make informed health care decisions," said Sushma Akunuru, SVP and chief information officer at Independence Blue Cross. "By staying ahead of the curve with best-in-class technologies, we're able to deliver exceptional service and care to our members. With the customer service GenAI tool, we're not just answering questions - we're providing clarity, confidence, and support at the moments our members and providers need it most."

The tool has received overwhelmingly positive feedback, with 90 percent of representatives expressing enthusiasm about its capabilities and potential for future enhancements.

Looking ahead, IBX's Customer Service team has planned a phased, 12-month rollout of the GenAI tool beyond the existing pilot group.

Media contact:
Aleah Conlin
215-518-0995
Aleah.Conlin@ibx.com