The Rise of Generative AI in the Insurance Industry


  • Generative AI, powered by large language models (LLMs), has the potential to revolutionize the insurance industry.
  • LLMs can automate underwriting, sales, and policy servicing processes, leading to improved efficiency and profitability.
  • Complex underwriting processes, particularly in commercial and life insurance, can benefit from LLMs’ data collection and analysis capabilities.
  • LLMs can assist customers in making informed decisions about insurance policies, especially for complex products like life or disability insurance.
  • In insurance organizations, LLMs can enhance customer support, policy servicing, and claims processing through efficient, conversational dialogues.

Main AI News:

The insurance industry has long relied on human expertise to process vast amounts of written and verbal communication. However, the limitations of existing tools have hindered true automation, resulting in only marginal impacts on loss and expense ratios. Enter large language models (LLMs), the powerful technology that could potentially transform the way insurance companies operate.

LLMs possess the remarkable ability to collect and distill extensive datasets, making them ideal candidates for augmenting or even replacing the labor-intensive task of data analysis. While current machine learning technology has made strides in improving decision-making for simple insurance products like auto and home insurance, the complexities of commercial and life insurance underwriting still pose challenges. The obstacle lies not in the decision process itself, but rather in the collection and synthesis of relevant data.

Traditional machine learning models have undoubtedly improved standardized underwriting processes, such as those for home and auto insurance. However, LLMs could revolutionize the underwriting of complex policies by gathering comprehensive data to enable underwriters to make more informed decisions. This is particularly crucial for intricate cases like large commercial policies, where contextual understanding and in-depth inquiries are paramount.

For instance, a single commercial policy may cover numerous locations, each with unique specifications such as electrical panels, fire doors, sprinkler density/effectiveness, and combustible storage. Gathering and evaluating this information against underwriting guidelines is a time-consuming task that can be significantly streamlined through the use of LLM-powered workflow software. By reducing underwriting time and costs while enhancing accuracy, carriers and agencies can benefit from increased efficiency and profitability.

The impact of generative AI extends beyond underwriting. Complex insurance products like life or disability insurance and annuities are typically sold offline through human agents and brokers due to their intricacies. However, LLMs trained on customer data and policy-related materials can play a crucial role in answering customers’ questions and providing guidance. By leveraging LLMs’ knowledge and insights, insurers can assist consumers in understanding the policies that best suit their unique needs and help them navigate the complexities of their choices. This has the potential to revolutionize the sales process and enhance customer satisfaction.

Furthermore, within insurance organizations, large policy-servicing divisions and “internal wholesaler” teams handle policy changes, customer support, claims processing, and agency management. These divisions often function as vertical-specific call centers, where representatives engage in conversational dialogues to identify and address customer, agent, or broker needs. By introducing LLMs into these conversations, insurers can significantly improve efficiency and profitability. LLMs can quickly distill customer requirements, provide accurate responses, or seamlessly input relevant information into systems, enabling faster and more effective servicing.


The advent of generative AI, driven by large language models, marks a significant turning point for the insurance industry. The ability of LLMs to collect and distill vast amounts of data has the potential to automate underwriting processes, improve decision-making, and enhance customer experiences. By leveraging LLMs’ capabilities, insurance companies can streamline operations, increase efficiency, and boost profitability. Embracing generative AI technology will be essential for insurers seeking a competitive edge in the evolving market landscape.