  Trust and privacy have emerged as significant concerns in online
transactions. Sharing information on health is especially sensitive but it is
necessary for purchasing and utilizing health insurance. Evidence shows that
consumers are increasingly comfortable with technology in place of humans, but
the expanding use of AI potentially changes this. This research explores
whether trust and privacy concern are barriers to the adoption of AI in health
insurance. Two scenarios are compared: The first scenario has limited AI that
is not in the interface and its presence is not explicitly revealed to the
consumer. In the second scenario there is an AI interface and AI evaluation,
and this is explicitly revealed to the consumer. The two scenarios were modeled
and compared using SEM PLS-MGA. The findings show that trust is significantly
lower in the second scenario where AI is visible. Privacy concerns are higher
with AI but the difference is not statistically significant within the model.
