General Insurance Article - Customers want both Gen AI efficiency and human empathy

The report, which draws on a survey of 6,000 insurance customers across China, France, Germany, Japan, the UK, and the US, reveals strong adoption of Gen AI among insurance customers – both insurer-provided and general-purpose tools. But while people welcome Gen AI’s convenience and possibilities for personalisation, they remain concerned about data privacy, accuracy, and maintaining access to human support.

Jad Ariss, Managing Director of the Geneva Association, said: “Trust is the foundation of the insurer-customer relationship. Gen AI has the potential to enhance almost every stage of the insurance customer journey, but customers want assurance that fairness, accuracy, and human empathy remain central to insurance processes. We hope our report guides insurers in deploying Gen AI tools effectively while preserving human connection and customer confidence.”

Ruo (Alex) Jia, Director Digital Technologies at the Geneva Association and lead author of the report, said: “As customers become more comfortable and engaged with Gen AI tools, insurers have an opportunity to reimagine service delivery, strengthen transparency, and create more personalised, value-driven relationships. Strong data infrastructure and hybrid models that keep humans ‘in the loop’ for certain interactions will improve the customer experience and enable the agility needed to thrive in today’s AI-powered world.”