Some 98% of UK insurers are using or planning to use generative AI for unstructured data, while 30% say they are significantly behind customer expectations on personalisation. This is amongst the findings of a poll conducted by Earnix.

Half of the UK insurers responding to the poll have already embedded AI into core business functions, indicating a shift from early trials to operational use.

While based on a relatively small sample of 400 global insurance executives, the poll does indicate a trend in the way AI is being applied across pricing, underwriting, claims and customer engagement.

Adrian Mincher, head of UK, Ireland and South Africa at Earnix, said: “UK insurers have clearly moved beyond experimenting with AI in isolated pilots. What comes through strongly in this research is that the pressure has shifted to making AI work consistently in the real world – inside pricing, underwriting, claims and customer decision-making, where speed, governance and commercial performance all matter at the same time.

“There’s no shortage of ambition or investment across the market, but many firms are still finding it difficult to turn insight into action at scale. That’s especially visible around personalisation, where customer expectations are moving quickly and operational processes are struggling to keep up.”

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