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In a rapidly changing market environment, the insurance industry today faces increasingly complex challenges, stemming from both evolving risks-first and foremost, climate change-and rising customer expectations for speed, transparency and simplicity in processes. The numbers confirm this: according to ANIA, total premiums in non-life insurance grew by about 7.5 percent in 2024 (touching 41 billion euros), while the combined ratio was around 94 percent, an improvement on the previous level and below the European average (source: IVASS). This increase can largely be attributed to the intensification of natural catastrophe events, which put pressure on the profitability of the Companies and urgently pose the question of efficiency in claims management.
In such a scenario, the adoption of advanced technologies-particularly in the field of Data Analytics andArtificial Intelligence (AI) -is no longer seen as a mere lever of operational efficiency, but as a strategic enabler of insurance company resilience and competitiveness. The focus, in fact, is increasingly on the digital transformation of claims management, a key area for optimizing costs, improving customer service and combating fraud.
From data to decision: the value of data analytics in the claims cycle
The first building block of this evolutionary journey is the enhancement of data. Companies today have access to an increasing amount of information, both structured and unstructured, from heterogeneous sources: black boxes, IoT devices, geolocated images and videos, Open Data and climate datasets, up to social data and those collected through proprietary Apps. The use of advanced data ingestion, normalization, and predictive analytics techniques allows these raw data to be transformed into high-value insights that are useful for making quick and well-founded decisions, right from the initial stages of claim opening.
The data-driven approach allows, for example, real-time assessment of claim complexity and verisimilitude, triggering differentiated management paths. Low-complexity claims could be routed to automated flows-even end-to-end-while more sensitive or high-fraud risk claims would be assigned to experienced teams, optimizing workload and maximizing operational efficiency.
Artificial Intelligence and Machine Learning: intelligent automation and advanced anti-fraud
The second pillar of the transformation involves the application of Artificial Intelligence and Machine Learning algorithms throughout the claim management cycle. Intelligent automation would dramatically reduce processing time, minimize human error, and ensure consistency in assessments.
In particular, Natural Language Processing (NLP) algorithms could be used for automatic extraction of information contained in claims, including text or voice, facilitating the pre-investigation phase. Image recognition models, on the other hand, would make it possible to analyze photos and videos uploaded by the insured-for example, through mobile apps-to estimate the extent of damage, classify the type of claim, and trigger automatic settlement in cases where no critical issues emerge.
An increasingly strategic area of application is anti-fraud. Through cross-analysis of behavioral patterns, past histories, geolocation, and anomalies in declared data, AI systems are now able to generate "suspicion scores" that support the decision-making activities of antifraud specialists. This approach, while not replacing human judgment, would optimize resources and focus attention on higher-risk cases, with a tangible impact in terms of containing the cost of claims.
Digital orchestration and customer experience: technology in the service of the customer
In parallel, the introduction of intelligent orchestrators-systems capable of real-time analysis of claim and customer history data-paved the way for dynamic customization of the management path. Customers with high customer scores, recurring or complex claims, could thus be managed through dedicated channels, in hybrid or full-digital mode, with differentiated service levels.
This evolution has direct repercussions on the customer experience, now an essential competitive parameter in the insurance industry. The ability for the policyholder to open and monitor the claim via App or Web App, receive push notifications on the status of the file, interact with evolved chatbots, or directly upload the necessary documents would help reduce friction and increase trust in the brand. In a market where the customer is increasingly demanding and mobile-first, the ability to deliver a smooth, transparent and consistent user experience would translate into retention and brand loyalty.
Human-in-the-loop: the balance between automation and human expertise
Despite the increasing use of automation, the role of people remains central. Thehuman-in-the-loopmodel ensures that human intervention remains present at key steps, especially in more complex cases or when ambiguity is present. Operators, relieved of repetitive and low-value tasks, could thus focus on highly specialized activities, such as relationship management, mediation in complaints, or supervision of anomalous cases.
This also implies organizational and cultural change: new skills, new professionals, and structured collaboration between the claims function, IT, data scientist, and compliance are needed so that the digital evolution is driven by sound governance and a shared strategic vision.
Future prospects: toward proactive resilience
Looking ahead, the potential of Data Analytics and AI in the insurance industry is still largely untapped. The evolution of generative models, integration with territorial digital twins, and the combined use of advanced technologies for process tracking open up scenarios for radical innovation. The goal is to move from a reactive model to a proactive one, in which the Company is able not only to manage, but also to prevent risk, anticipate customer needs, and reduce the economic and reputational impact of adverse events.
In this context, IT, claims, data governance, and anti-fraud functions are assuming an increasingly strategic role, not only as a support, but as a driver of business transformation. The synergy between technology and human capital will be the key to building a truly resilient insurance ecosystem, capable of dealing with the complexities of the present and seizing the opportunities of the future.
Camilla Spinella, Research Analyst, Cetif