{"id":3075,"date":"2023-10-23T10:00:00","date_gmt":"2023-10-23T17:00:00","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/innovation\/blog\/ms-industry\/insurance-in-the-era-of-generative-ai-use-cases-that-transform-the-industry\/"},"modified":"2026-04-09T08:57:39","modified_gmt":"2026-04-09T15:57:39","slug":"insurance-in-the-era-of-generative-ai-use-cases-that-transform-the-industry","status":"publish","type":"ms-industry","link":"https:\/\/www.microsoft.com\/en-us\/microsoft-cloud\/blog\/financial-services\/2023\/10\/23\/insurance-in-the-era-of-generative-ai-use-cases-that-transform-the-industry\/","title":{"rendered":"Insurance in the era of generative AI: Use cases that transform the industry"},"content":{"rendered":"\n

For insurance companies that want to transform their businesses with technology, the past 12 months have been uniquely exciting\u2014on par with the early days of the internet or the mobile phone revolution. Yet, what lies ahead is only more interesting. Innovative insurers are moving quickly to use the power of generative AI, and in this post, we\u2019d like to share a few of the most important classes of use cases that our insurance customers are excited about today.<\/p>\n\n\n\n

Back in June 2023, Sasha Sanyal, Microsoft Global Insurance Leader, blogged about the unprecedented excitement among insurance customers<\/a> over the promise of generative AI. Customers were inspired by Microsoft\u2019s vision for intelligent insurance<\/a> and how the Microsoft Cloud and our global partner ecosystem were providing opportunities to build solutions that could not just deliver efficiencies but also create industry-changing competitive advantages.<\/p>\n\n\n\n

Today, many visions are on their way to becoming powerful realities. The level of interest and creativity we\u2019ve seen from insurance customers has been off the charts. Working alongside our partners, we have been more than busy brainstorming with business leaders and technology teams, hacking solution concepts, and collaborating with customers to build differentiating capabilities.<\/p>\n\n\n\n

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Microsoft Cloud for Financial Services<\/h2>

The future of financial services in the era of AI<\/p>

Explore capabilities<\/a><\/div><\/div>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t
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Use cases help to drive AI innovation in insurance<\/h2>\n\n\n\n
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Central to our exploratory engagements with insurance companies is the challenge of finding effective use cases\u2014real-world scenarios that identify specific business problems and define how capabilities or features can be implemented to deliver measurable results in solving them. A good use case can serve as a north star to help in the design, development, and measurement of a solution. And because a use case is tight and distinct, it can help a customer make fast, efficient, and insightful early investments in experimenting with generative AI. Out of our customer deep-dives, a set of distinctive use cases has emerged that we recognize as especially worthwhile for insurance companies as they take their first important steps on their AI journeys.<\/p>\n\n\n\n

Context is important here. Above all, insurers are anxious to use generative AI to transform their businesses in virtually every aspect of operations, customer engagement, and product innovation. They see, for example, the potential of content generation<\/strong> to write automatic responses to customer inquiries, of summarization <\/strong>to assist in producing support conversion logs or financial reports, of semantic search<\/strong> to enable fast information discovery and knowledge mining, and code generation<\/strong> to convert natural language to structured query language (SQL) (or vice versa) for telemetry data. This list barely scratches the surface of what\u2019s possible.<\/p>\n\n\n\n

Insurance customers are choosing Microsoft Cloud for Financial Services<\/a> because it provides enormous flexibility and control in creating solutions based on an organization’s unique needs. For companies that want to build their own generative AI solutions, Microsoft Azure OpenAI Service<\/a> brings together advanced models from OpenAI with the enterprise capabilities and advanced security of Microsoft Azure. AI is also being integrated into the Microsoft Cloud<\/a> and in the Microsoft products that customers already use and love, including the upcoming Microsoft 365 Copilot<\/a>, which will create and edit documents, presentations, and emails.<\/p>\n\n\n\n

Top generative AI use cases for insurance companies<\/h2>\n\n\n\n

In considering options to deploy generative AI, insurers and other risk-sensitive companies are starting with use cases that can help them learn without creating risk for customers and clients. Where generative AI is being used to generate content, humans need to be in the loop to review output and ensure compliance. Still, these early-horizon requirements leave plenty of room for innovation in early deployments.<\/p>\n\n\n\n

 Three categories of use cases are gaining traction with customers today:<\/p>\n\n\n\n

1. Helping deliver meaningful and engaging customer experiences<\/h3>\n\n\n\n

Generative AI can have a tremendous impact in transforming each phase of the insurance customer journey.<\/p>\n\n\n\n