A Study on Artificial Intelligence and Digital Transformation in Insurance Marketing

Abstract

Artificial Intelligence (AI) and digital transformation have revolutionized the insurance industry by enhancing operational efficiency, customer engagement, and marketing effectiveness. The integration of AI technologies such as machine learning, chatbots, predictive analytics, and automated claim processing has significantly improved customer service and policy management. Digital transformation has enabled insurance companies to adopt online platforms, mobile applications, and digital payment systems, thereby increasing accessibility and convenience for policyholders. The present study aims to analyse the impact of Artificial Intelligence and digital transformation on insurance marketing, customer satisfaction, and service quality. The study also examines the factors influencing customer adoption of digital insurance services and evaluates the effectiveness of AI-based marketing strategies. Both primary and secondary data are used for the study. Statistical tools such as percentage analysis, chi-square test, correlation, and regression analysis are employed to interpret the collected data. The findings reveal that AI-driven insurance services positively influence customer satisfaction and policy purchase decisions. The study concludes that digital transformation plays a vital role in improving insurance marketing efficiency and customer relationship management.