Recent research shows that a significant share of the population already interacts with artificial intelligence in daily life, including navigation devices, online maps, smart speakers, voice assistants, chatbots, and more. The insurance sector is following this trend. In life insurance, a field traditionally more cautious than sectors like banking, AI is becoming integral across the entire value chain. From initial risk assessment and pre-inspection to decision making on settlements, intelligent systems are streamlining processes, increasing accuracy, and elevating the overall customer experience. This shift is redefining how life insurers evaluate risk, price products, and respond to claims, while maintaining a careful balance between efficiency and human-centric service.
Automation and analytics have already shortened the typical claim payment cycle, cutting it from thirty days to five. The ambition is clear: enable claims to be resolved within minutes, not days. This rapid capability not only improves cash flow for clients but also reduces stress during challenging moments, delivering tangible relief when it matters most. The result is a more responsive service model that keeps pace with the pace of modern life, where timing can significantly impact financial well being and peace of mind.
As AI technologies become embedded in everyday operations, life insurers are pursuing a vision of what can be described as a human-centered approach to insurance. The aim is to provide a sense of proximity and reassurance to individuals facing difficult life situations. This perspective, described by some as insurance with a human face, reflects the commitment to compassionate service alongside technological advancement. The goal is to ensure that technology enhances, rather than replaces, the personal support people rely on during critical moments.
Starting this year, life insurers are rolling out AI scoring models that enable more precise targeting of endowment life insurance programs and contribute to fairer pricing. By analyzing a broad set of factors, including lifestyle, residence, occupation, work presence, and habits, AI can help tailor products that better reflect individual circumstances. The result is a move toward flexible, user-driven product design where pricing adapts automatically to preferences and personal data. This capability opens the door to personalized tariffs that reflect real risk profiles while maintaining transparency and simplicity in the customer experience.
In addition, AI paves the way for situational insurance features: the concept of a digital profile that captures detailed information about a person. This profile enables timely activation or deactivation of particular insurance services or risk coverages, aligning coverage with actual need and life events. Such dynamic enablement is designed to ensure that protection follows the tempo of a person’s life, offering relevance when it matters most and scaling back when it does not.
Ultimately, the core aim of life insurance remains to enhance well-being by aligning product development with the real needs of individuals at pivotal moments. The integration of artificial intelligence is seen as a powerful driver to achieve this objective, making it possible to deliver smarter, more personalised protection that resonates with modern expectations while preserving the trusted, human-centered support that remains essential in risk management and financial planning.