Harnessing Generative AI to Build Trust and Win Loyalty

It started with a simple but urgent question from our CEO: "How can we make our customers feel truly cared for—especially when they need us most?" 

That question sparked what would become one of the most meaningful transformations. Because when you work in insurance, you’re not just selling policies—you’re making a promise. And when life gets hard, customers expect that promise to show up fast, clear, and human. 

That’s where Generative AI entered the conversation. Not as a gimmick or a buzzword, but as a powerful enabler of empathy, speed, and personalization. Over the last 18 months, we’ve put GenAI to work—not just to improve how we operate, but to deepen the relationships we have with our policyholders. 

Here’s how we’ve done it—and why I believe this shift is only just beginning. 

We Started with the "Why" 

Too many AI projects start with shiny tech. Ours started with outcomes: 

• Make things faster and clearer for our customers—especially when they’re filing a claim. 
• Personalize every touchpoint so our policyholders feel understood. 
• Ensure fairness and transparency across every decision we automate. 

We used these goals as our compass—from boardroom conversations to how we train our teams on new tools. 

Rethinking the Claims Moment 

Let’s be honest: claims are stressful. We wanted to make them smoother, more predictable. With GenAI, we’ve automated how we summarize adjuster notes and extract data from reports. That’s cut our processing time in half. But more importantly, it’s reduced the anxiety customers feel when they’re waiting in the dark. 

Our claims team can now focus on conversations that need empathy, not just data entry. That shift alone reshaped how our teams show up for customers—and it’s reflected in the feedback we receive every day. 

Making Every Interaction Feel Thoughtful 

Nobody wants to feel like a number. So we started using GenAI to tailor emails, alerts, and in-app nudges based on each customer’s behavior and context. Did a storm just hit their area? We send a safety reminder. Have they been with us for five years? We celebrate it. 

These moments don’t just perform—they resonate. We’ve seen our cross-sell rates improve, and our support calls drop. More importantly, people are telling us: "You remembered. You cared." 

Helping Our Teams Price Risk Smarter 

Underwriting has always been part art, part science. GenAI’s helped us sharpen the science—by simulating different risk scenarios and pulling in real-time signals from third-party data. That means better pricing, faster turnaround, and policies that are actually fit for the realities our customers face. 

And yes, we still have humans in the loop—because judgment still matters. 

Governing AI Like It Matters (Because It Does) 

We knew from the start: if people don’t trust how our AI makes decisions, everything falls apart. So we built in strong controls—closed models, secure infrastructure, and a cross-functional governance board that regularly reviews how GenAI is being used. 

This isn’t about checking a compliance box. It’s about doing the right thing. 

From Automation to Empathy 

One of the most surprising wins? Our customer communications. We used GenAI to rewrite our outbound emails and notifications—making them sound more like humans, less like contracts. Instead of “Your policy renewal is pending,” we say, “We’ve got you covered—here’s what’s next.” 

It’s a small shift, but it’s changed how people engage with us—and it’s lowered churn in younger segments. 

Where This Is Taking Us 

I don’t believe in using AI just for efficiency. I believe in using it to deepen relationships. To make sure every policyholder feels seen, heard, and valued. 

GenAI hasn’t just made our operations smarter—it’s made our company feel more human. That’s the real ROI.