The healthcare sector is a key area for artificial intelligence (AI) applications, with health insurance companies expecting benefits from chatbots, voicebots, and digital apps. In Switzerland, however, little is known about how customers perceive such AI-assisted services. Addressing this gap, we conducted two qualitative studies. In Study 1, expert interviews (n = 6) with Swiss health insurance companies (SHIC) were conducted and supplemented with a document analysis. In Study 2, consumer interviews (n = 12) evaluated the consumers’ perspective. Our findings reveal four key value propositions of AI-assisted services that align between experts and consumers: enhanced efficiency, constant availability, cost reduction, and personalization. In addition, six factors impacting consumers’ intention to use AI-assisted services were identified (performance expectation, effort expectation, type of request, preferred communication channel, data security and transparency, and social influence). This study contributes to the research on AI acceptance in healthcare by extending UTAUT2 with contextual insights from the Swiss health insurance sector. From a practical perspective, SHIC must address the concerns of their customers and ensure that AI-assisted services function correctly and reliably from the start to maintain their customers’ trust. Swiss health insurance companies (SHIC) face rising costs, skill shortages, and growing customer expectations for digital services. Artificial intelligence (AI) promises solutions, yet customer acceptance remains unclear. Our research addressed this gap through interviews with experts (n = 6) and consumers (n = 12), supplemented by an analysis of the websites of 24 SHIC. We found that both SHIC and customers value AI-assisted services across four key dimensions: efficiency (faster processing and fewer errors), constant availability (24/7 access), cost reduction (potential premium savings), and personalization (tailored advice and preventive measures). In addition, acceptance depends on six factors: performance expectation, effort expectation, type of request, preferred communication channel, data security and transparency, and social influence. For managers, especially within SHIC, the message is clear: AI-assisted services can improve customer relationships and lower costs only if they are implemented transparently, reliably, and with clear benefits. Customers are open to AI for simple, administrative, or preventive tasks, but expect personal human contact for sensitive health issues. Building trust requires addressing privacy concerns, avoiding “black box” systems, and ensuring that benefits such as cost savings are tangible for customers. By aligning technological innovation with customer expectations, SHIC can leverage the potential of AI-assisted services.