Artificial intelligence is poised to fundamentally reshape how plan sponsors engage with participants by enabling more personalized, data-driven interactions at scale. Rather than relying on broad, one-size-fits-all communications, AI can analyze participant behavior, demographics, and engagement patterns to deliver targeted education, timely nudges, and relevant recommendations. This allows sponsors to identify gaps—such as under-participation or missed employer match opportunities—and respond with outreach that meets participants where they are.
Over time, AI-driven tools may also support real-time, self-service experiences, giving participants the ability to ask questions and receive immediate, tailored guidance—ultimately improving engagement, decision-making, and overall plan outcomes.
At the conclusion of a recent TPSU program at Robert Morris University, Fred Barstein spoke with Lauraly, a Payroll Benefits Specialist overseeing approximately 350 employees, about the evolving role of AI in retirement plan management and the value of formal fiduciary education.
Lauraly shared a forward-looking perspective on how artificial intelligence could reshape plan sponsor engagement. While acknowledging that AI is still in its early stages—particularly in terms of data reliability—she expressed interest in its potential to enhance data analysis and participant education. She emphasized the opportunity for AI to segment employee populations by age and behavior, enabling more targeted communication strategies aimed at increasing participation rates and maximizing employer match utilization.
She also noted the potential for AI-driven tools to create more interactive experiences within retirement plans, including the ability for participants to ask questions and receive real-time, personalized guidance.
Fred Barstein:
Greetings, this is Fred Barstein, Founder and CEO at TPSU. I’m here on the campus of Robert Morris University in the Pittsburgh area, Moon Township, and I’m here with Lauraly. Welcome, Lauraly. Can we ask you a few questions?
Lauraly:
Sure.
Fred Barstein:
Before we do, tell our audience a little bit about yourself.
Lauraly:
My name is Lauraly, and I am a payroll benefits specialist for my company. I support about 350 employees.
Fred Barstein:
Very good. So one of the things you talked about was AI, and I thought you asked a lot of good questions or brought up a lot of good issues. Could you tell our audience about that?
Lauraly:
Yeah, well, AI—we’re wondering when that’ll come into the next 401(k) plan, where it might help us with some of the data that we have to better educate our employees, to target the age groups so that we can tailor some of the education for them to get that 100% participation.
Well, it’s still in the infancy stages. We don’t know if we can trust the data that’s provided by AI, but we’re hoping in a couple more years that it’ll be available. I mean, we use it now for emails, simple things, but nothing as much as, you know, data analysis.
And I’m hoping that it’ll get there where we can just plug it in and say, “Hey, how many people are not participating?” or “Who is participating at the full match and what ages?”—just plugging in a lot of data to issue out insights like, “Hey, you might want to target them based on their age,” and tailor the education to their level.
Fred Barstein:
Right. And maybe even have the participants be able to ask questions—
Lauraly:
Yes.
Fred Barstein:
—and get self-help on that.
Lauraly:
Yes.
Fred Barstein:
Final question—TPSU. Is this your first program?
Lauraly:
This is actually my second one. Very excited to attend this one. The first one was great. The fact that there is actual formal training on 401(k)—I was thrown into that role 20 years ago and never really had formal training. I had just on-the-go learning, researching everything.
To have formal training and also being able to talk to my peers about what they do with their plans—especially people with similar group sizes or number of employees—just sharing information. It’s like, “Oh, you do that for your plans.” We were getting a lot of information on how to better educate our employees.
So it’s a wonderful program.
Fred Barstein:
Well, thank you for attending. Thanks for your time.
Lauraly:
Thank you.
Fred Barstein:
Thank you for watching 401kTV. Stay tuned and please look for a TPSU program near you.
