The proportion of insurance industry insiders who see underwriting and risk profiling as the area most positively impacted by AI dropped 11.4 percentage points year-on-year, from 45.8% in Q3 2025 to 34.4% in Q3 2026, according to a GlobalData poll. The sharp rise in respondents pointing to product development-up 8.9 points to 16.1%-suggests insurers are now looking at AI's potential far beyond the underwriting desk.
The poll, run on Verdict Media sites, surveyed industry professionals on which part of the insurance value chain they expect AI to benefit most. Customer service drew 20.4% of votes, claims management 18.3%, and marketing and distribution 10.8%. Compared with the previous year, claims management slipped 2 percentage points, while customer service rose 2.8 points and marketing and distribution edged up 1.6 points.
AI's role expands beyond underwriting
Underwriting remains the top application, but the double-digit decline shows the industry is moving past a single-use-case mindset. Insurers are increasingly using AI to analyse customer and market data, identify coverage gaps, speed up product design, and deliver personalised offerings. The rise in product development may also reflect competitive pressure to launch products that respond quickly to emerging risks and shifting customer expectations.
Customer service and claims reach a new steady state
AI is becoming more embedded in customer service through virtual assistants, personalised communications, and faster query resolution. In claims, it supports fraud detection, damage assessment, document processing, and settlement decisions. The small decline in respondents choosing claims management might indicate these applications are now viewed as established rather than as the area with the greatest future impact.
The case for a joined-up AI strategy
To capture the full value, insurers need a coordinated approach that links underwriting, claims, service, and product innovation. Combining AI-driven underwriting with intelligent claims automation, data-led product design, and enhanced customer interactions creates a stronger whole than isolated projects. Insurers looking to build these capabilities can explore resources on AI for Insurance. They must also ensure that AI systems are transparent, fair, and regulatory compliant across every application to build trust and long-term value.
Why this matters for insurance professionals
The polling shift is a signal that AI budgets and talent are spreading across the value chain. Professionals who can connect underwriting insights with product development, claims intelligence, and customer service workflows will be better positioned than those focused on a single function. The move toward integrated AI also raises the bar for governance-teams need to design systems that are not only accurate but explainable and compliant from day one.
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