Generative AI is changing the way insurance customers interact with their providers, according to a new report from the Geneva Association.
The study examines how generative AI is being used by insurance customers worldwide and how it is perceived across different markets.
The report draws on a survey of customers in China, France, Germany, Japan, the UK, and the US. It finds that adoption of generative AI is high, with customers using both insurer-provided tools, such as chatbots and automated claims assistants, and general-purpose platforms like ChatGPT.
Around 68% of respondents have used general-purpose generative AI when shopping for insurance, with usage most common in China and Japan.
More than 80% of those surveyed are either favourable or neutral towards insurers using generative AI in customer interactions. About half of respondents say these tools make processes faster and more intuitive. Openness to generative AI is highest in China and the US, while customers in continental Europe show more caution.
Customers report that generative AI speeds up quoting, document submission, and policy guidance, offering around-the-clock support and expanding self-service options. These tools also help users compare products, interpret policy language, and prepare questions before contacting an insurer, making customers more informed and demanding.
Despite these benefits, concerns persist. Nearly 40% of respondents worry about losing access to human support, especially in France, the UK, and the US. Privacy and data security are also significant issues, with customers expressing uncertainty about how their information is collected, stored, and used.
More than 40% are concerned about the accuracy of AI outputs and the potential for errors or "hallucinations" in claims or underwriting decisions. Transparency is a priority, with customers seeking clear disclosure about when AI is used, how decisions are made, and what data is involved.
Jad Ariss (pictured above), 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.”
As generative AI adoption accelerates, businesses are increasingly seeking insurance solutions tailored to AI-related risks. A recent Geneva Association survey of 600 corporate insurance decision-makers found that 71% of businesses have already deployed Gen AI in at least one function, and over 90% are interested in dedicated insurance cover for AI exposures.
Insurers are responding by developing policy extensions and early-stage standalone products, with modular coverage structures and cross-sector partnerships seen as critical to narrowing protection gaps and supporting sustainable AI adoption.
The rapid integration of generative AI is also reshaping the cyber insurance landscape. Industry experts warn that the pace of AI-enabled cyber incidents may be outstripping insurers’ ability to adapt, with both attackers and defenders leveraging AI to new effect.
Real-time intelligence, AI-driven predictive models, and continuous monitoring are becoming essential in cyber underwriting, as traditional models struggle to keep up with evolving threats. Insurers are being urged to embed threat intelligence and hands-on risk advisory into their offerings, rather than relying solely on competitive premiums.
The Geneva Association report notes that the long-term success of generative AI in insurance will depend on trust, regulatory clarity, and safeguards that ensure fairness, transparency, and continued access to human support.
