{"id":80280,"date":"2026-06-25T14:00:00","date_gmt":"2026-06-25T18:00:00","guid":{"rendered":"https:\/\/staging.majesco.com\/?p=80280"},"modified":"2026-06-25T11:44:53","modified_gmt":"2026-06-25T15:44:53","slug":"how-agentic-ai-will-improve-customer-engagement-in-insurance","status":"publish","type":"post","link":"https:\/\/staging.majesco.com\/?p=80280","title":{"rendered":"How Agentic AI Will Improve Customer Engagement in Insurance"},"content":{"rendered":"\n

In North America, the World Cup is in full swing. With it, we can draw lessons from AI and contextual advertising to help insurers engage with customers.<\/p>\n\n\n\n

First, soccer’s “on-pitch” advertising is in your face for the entire game. A ring of digital boards surrounds the soccer field. Animated ads run up and down the field throughout the game. They don’t stop for anything. They are a part of the experience. This counters one of soccer’s common issues \u2014 there are very few breaks within a game to roll television ads.<\/p>\n\n\n\n

What most viewers don’t know is that the ads running in the stadium may not be the ones that they are viewing. Before the game, the screens are blacked out, television cameras are calibrated against AI-powered software and the scene is set for contextualized ads. During the game, across televised networks, digital ads are superimposed over the in-stadium ads. For worldwide televised events, such as the World Cup, AI-driven, contextualized ads are game-changers. Every region can have its own advertising that fits its target markets. As time goes on and contextualization improves, viewers will likely receive only ads that are relevant to them. Customer engagement will find a new pinnacle \u2014 without the reliance upon a first touch from a human agent.<\/p>\n\n\n\n

Savvy insurers are already using soccer ads to their advantage. But what if they could use Agentic AI and contextualized communication to drive engagement right now?<\/p>\n\n\n\n

How will Agentic AI improve customer engagement in insurance?<\/h2>\n\n\n\n

Customer engagement expectations are continuing to rise, often driven by an increased protection gap that requires a high-touch strategy. People need to see, learn and understand how different their lives or businesses can be (less stressful, more satisfying) when they know they are covered. In insurance, this strategy may now be fostered through AI. With a prepared framework, Agentic AI will take data signals and tailor approaches and messaging to better engage and inform customers. To understand the why, it will help to distinguish the current norm in customer engagement and weigh it against customer sentiment \u2014 an area where Majesco has current research data<\/a> available. <\/p>\n\n\n\n

Why traditional customer engagement in insurance is failing customers<\/h2>\n\n\n\n

Insurance is experiencing a widening protection gap.<\/strong> Increased insurance costs across nearly all lines of business are unsustainable for customers, forcing them to make difficult decisions such as not buying insurance, switching to a lower cost, increasing deductibles, and more.<\/p>\n\n\n\n

Customers are also becoming disillusioned with the \u201ctraditional\u201d insurance approach, creating a trust and loyalty fault line between customers\u2019 expectations and insurers\u2019 ability to deliver what they want and need at a price they can afford. Customers increasingly have no guaranteed loyalty to old models, even from trusted brands.<\/p>\n\n\n\n

But most of these customers aren\u2019t \u201cin contact\u201d with the products and services that make the most sense for their location, occupation, life phase, or employment.  They know that they have needs and worries, but they can\u2019t connect the dots because insurers haven\u2019t truly exposed them or educated them about products and services that are different and meaningful. If they are educated in the right way at the right time, customer engagement can improve\u2026possibly even simmer with excitement as people move from positions of insurance disillusionment to insurance relevance and approachability.  <\/p>\n\n\n\n

Majesco recently surveyed U.S. customers about what matters most to them: maintaining their health, protecting their families, managing rising financial pressures, and staying secure in an increasingly uncertain world. The research reveals a consistent and troubling disconnect between the importance customers place on these risks and how prepared or protected they feel to manage them. These \u201cprotection gaps\u201d appear across lifestyle, financial, and safety\/security risks\u2014and in many cases, are substantial.<\/p>\n\n\n\n

Cost pressures and other hurdles aside, most customers do not completely understand financial protection and products well enough to make choices that will give them peace of mind.<\/p>\n\n\n\n

In Majesco’s recent thought-leadership report, Closing the Insurance Customer Protection Gap: How Generational Differences in Risk, Readiness, and Coverage are Redefining Insurance Value<\/a>, we found that explicitly asking customers whether certain products would help them feel more prepared yielded strong results.<\/em><\/strong> Among respondents who do not currently have protective products that fit their needs, many believe they would materially improve their sense of protection \u2014 especially in financial and health-related areas<\/strong>.<\/p>\n\n\n\n

This reinforces the idea that protection gaps are driven less by resistance and more by awareness, accessibility, and relevance. Customers are open to solutions when they are clearly connected to the risks they care about.<\/em><\/strong><\/p>\n\n\n\n

Using AI to Educate and Inform<\/h2>\n\n\n\n

As insurers look to close persistent protection gaps, artificial intelligence (AI)\u2014including GenAI and Agentic AI\u2014is emerging as a critical enabler, not just for internal operational efficiency, but for customer understanding, confidence, and engagement. The research reveals that customer attitudes toward AI are evolving positively, with year-over-year improvements in acceptance across a wide range of companies and insurance-specific use cases, creating an opportunity for insurers to bridge the protection gaps through innovative engagement.<\/p>\n\n\n\n

Customer sentiment and insurance needs are different for each generational group. By using AI to deliver personalized engagement and education, insurers can help customers understand the risks they face and the solutions available to them, framed in the context of their life stage, priorities, and behaviors. AI-driven recommendations can translate abstract risks\u2014such as retirement shortfalls or cyber exposure\u2014into concrete, actionable insights that feel relevant rather than overwhelming.<\/p>\n\n\n\n

Leveraging Artificial Intelligence to Close the Protection Gap<\/h2>\n\n\n\n

In BCG\u2019s February 2026 report, Competing for the AI-Empowered Insurance Customer<\/em>, they noted \u201ca YouGov survey found that more than 90% of customers now use GenAI tools weekly, and about 40% say they trust the information these systems provide. Roughly 20% of purchasing decisions are already influenced by AI. The result is that customer journeys are increasingly steered by an AI adviser.\u201d[i]<\/a><\/p>\n\n\n\n

As insurers look to close persistent protection gaps, artificial intelligence (AI)\u2014including GenAI and Agentic AI\u2014is emerging as a critical enabler, not just for internal operational efficiency, but for customer understanding, confidence, and engagement.<\/p>\n\n\n\n

The research reveals that customer attitudes toward AI are evolving positively, with year-over-year improvements in acceptance across a wide range of companies and insurance-specific use cases, creating an opportunity for insurers to bridge the protection gaps through innovative engagement.<\/p>\n\n\n\n

Improving Attitudes Toward Companies\u2019 Use of AI<\/h2>\n\n\n\n

Customer perceptions of companies\u2019 use of AI continue to trend positively year over year, with clear generational differences in both baseline sentiment and momentum. These generational differences can affect insurance engagement, and yet there are signs that Agentic AI can be used to overcome engagement problems in both cohorts.<\/p>\n\n\n\n

Across nearly every company type, Gen Z & Millennials report more favorable views of AI use than Gen X & Boomers in both 2025 and 2026. Yet, improvement in both cohorts signals an opportune time for AI-driven education and contextualization.<\/p>\n\n\n\n

Younger customers are most comfortable with AI in digitally-native and data-intensive contexts\u2014such as music and video streaming services, Amazon, investments, and home security devices\u2014where average ratings rise to just under the somewhat positive<\/em> range in 2026.<\/p>\n\n\n\n

Notably, Gen Z & Millennials show some of the largest year-over-year increases in:<\/p>\n\n\n\n