Artificial Intelligence 

How generative AI can help insurers better understand and serve their customers

When it comes to the insurance industry, there's no denying that technology is playing an increasingly important role. And one of the most exciting areas of technology when it comes to insurance is generative AI. In simple terms, generative AI is a way to create something new and unique, like generating new images, texts or even music. In the context of insurance, it can provide valuable insights and help companies to better understand and serve their customers.

How Generative AI Can Help Insurers

Generative AI has the ability to provide insurers with valuable insights into customer behaviour and preferences. By using advanced machine learning algorithms, such as deep learning and neural networks, insurers can analyze large amounts of data and identify patterns and trends. This information can then be used to develop products and services that are tailored to customer needs, leading to improved customer satisfaction and loyalty.

Understanding Customer Behaviour and Preferences

For example, imagine you're an insurer that wants to analyze customer claims data to understand what types of products or services are most popular. With generative AI, you can quickly sift through the data to identify patterns and trends, such as what kind of claims are being filed and when, which can give you a clearer picture of customer needs. This is extremely useful information to have when creating marketing campaigns or developing new products.

Personalizing Products and Services

Generative AI can also be used to personalize products and services for individual customers. For example, an insurer could use generative AI to analyze a customer's demographics, claims history, and policy preferences to create a customized policy that would be tailored to the customer's specific needs. Additionally, generative AI can be used to create personalized recommendations for customers. This could mean recommending a certain policy or service based on a customer's claims history and preferences, making the process more convenient and efficient.


Generative AI can be a game changer for the insurance industry. It can help insurers better understand customer behaviour and preferences, which in turn can lead to more effective products and services. Additionally, personalizing products and services for individual customers is something that can greatly improve the customer experience. And with different generative AI architectures available, insurers can select the one that is most suitable for their needs.

Patrick Murphy
Co-Founder & CEO @ Maket

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