Generative AI is reshaping insurance by streamlining underwriting, claims, and customer engagement while strengthening fraud detection. Insurers can cut processing times, personalize products, and improve satisfaction through automation and predictive analytics. However, adoption requires strong governance, transparency, and compliance with evolving regulations like GDPR and the EU AI Act. Challenges include data quality, bias, and workforce adaptation. A phased, strategy-driven approach—anchored in robust data, cross-functional collaboration, and continuous evaluation—helps insurers unlock efficiency, innovation, and resilience while maintaining ethical and regulatory responsibility.

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