The impact of AI and ChatGPT on the insurance sector

Key Takeaways from our Insurance Academy.

19 December 2024

The objective of the Insurance Academy is to study and evaluate new trends, developments and leading practices related to insurance products, sector markets and other topics. This year’s session on 4 December 2024 focused on the impact of Artificial intelligence (AI) and ChatGPT on the insurance sector.

AI is increasingly a part of our daily lives, and the same is true for the insurance industry. The question is no longer whether we will integrate generative AI (GenAI, such as ChatGPT) into the insurance industry, but when and how. While the positive impact on the insurance industry is undeniable, there are of course challenges.

The discussions at Insurance Academy highlighted:

Our perspectives on the modern Insurance sector. We started by reviewing key trends and essential figures to set the stage for our discussion. This initial overview provided a clear understanding of the current landscape and highlighted critical data points shaping the industry, in order to establish a strong foundation for the deeper analysis that followed.
How AI enhances customer understanding and personalization. We discussed how tailored insurance products and services improve customer experience and satisfaction.
AI’s role in streamlining claims processes. We looked at how automation of claims processing leads to faster resolution.
Innovative approaches to fraud detection using AI tools. We discussed how advanced algorithms can detect anomalous patterns and potential fraud.
The trends, opportunities, and risks in applying AI. Finally, we considered the challenges around AI, including ethical considerations, data privacy, and potential biases in AI models.

Hassan Makhloufi

Head of Insurance, Director Business Services | Advisory

KPMG in Belgium

Profile | | Phone

As organizations pursue digital transformation, AI has emerged as a crucial differentiator, driving efficiency, innovation, and growth. Successful AI adoption demands alignment with strategic objectives, a focus on ROI, and clear communication of business value. According to KPMG’s 2024 Insurance CEO Outlook^[i], 81% of insurance executives consider GenAI as a top investment priority for their organization, and they were more than twice as likely as the all-industry average to agree they were utilizing AI to help speed up data analysis.

AI adoption delivers tangible benefits across three key areas:

Productivity: AI-powered tools streamline operations, reducing rework and enabling smarter, faster processes. For instance, predictive analytics have reduced defects by up to 50% in supply chains.^[ii]
Growth: Tailored AI solutions support market expansion and diversified revenue streams. GenAI has increased marketing campaign click-through rates by 41%.^[iii]
Innovation: Disruptive AI applications reshape business models and customer expectations, driving transformative value. By 2025, over 30% of new drugs are expected to be discovered using AI.^[iv]

AI enhances organizations across multiple domains, including:

Marketing: Personalized campaigns, content creation, and customer insights.
Customer Service: Multilingual conversational agents and personalized responses.
Operations: Demand forecasting, defect identification, and price optimization.
Risk and Legal: Vendor due diligence, compliance monitoring, and contract analysis.
HR: Automating employee onboarding, policy drafting, and workforce analytics.
Finance: Automating variance analysis and generating insights.
Sales: Lead qualification and sales forecasting.

Despite its potential, AI adoption faces key challenges, such as:

Ethical concerns: 86% percent of insurance executives say they are concerned about the ethical challenges of using AI.^[v]
Security: Nearly three-quarters of insurance executives are worried about security and compliance — particularly given regulators’ scrutiny of new technologies.^[vi]
Regulation: 72% of insurance executives say that the pace of progress on GenAI regulations will be a barrier to their organization’s success.^[vii]
Workforce upskilling: While 76% of global CEOs surveyed anticipate that AI will not fundamentally reduce the number of jobs within their organizations over the next three years, they recognize their workforce will need to adapt to fully harness the opportunity. However, only 38% of CEOs were confident that their employees have the right skills to fully leverage the benefits. Furthermore, 58% agree that the integration of generative AI has made them rethink the skills required for entry-level roles.^[viii]

Organizations must progress beyond experimentation to unlock enterprise-wide AI value. To do so, they can consider the following steps:

Start with Opportunities: Analyze operations to identify inefficiencies and innovation potential.
Demonstrate Benefits: Articulate tangible ROI to secure stakeholder confidence.
Embed Capabilities: Build AI governance, skills, and secure systems aligned with organizational risk tolerance.
Strategically Scale: Architect scalable solutions aligned with technology standards and prioritize impactful use cases.

Business leaders are looking to CIOs to drive AI strategy. Questions range from workforce impacts to marketing personalization and ROI. Effective leadership requires balancing innovation with risk management, aligning AI initiatives with value streams, and ensuring compliance with evolving regulations.

During the event, we also highlighted the importance of data maturity. Generative AI has unlocked value from previously underutilized unstructured data, such as text documents and presentations. However, even high-performing organizations face challenges in managing growing data volumes and ensuring effective governance.

The discussions at the Insurance Academy underscored the transformative impact of AI on the insurance sector, highlighting its potential to enhance customer-centricity, streamline operations, and combat fraud effectively.

While the opportunities are vast, addressing challenges such as ethical concerns and data privacy will be critical to unlocking AI’s full potential and shaping a resilient, innovative future for the industry.

The Insurance Academy provided a valuable platform to explore the advancements in AI strategy and its practical applications across industries. It highlighted the importance of collaboration, innovation, and tailored approaches to maximize the impact of AI initiatives while addressing key challenges such as transparency, security, and workforce adaptation.

With these insights, organizations are better positioned to align their AI strategies with business objectives, ensuring measurable outcomes.

Reach out to learn more, build on this momentum, and foster continued progress in the adoption and scaling of AI solutions.