For years, insurers have experimented with digital initiatives, but the pace of disruption has accelerated. Legacy models can’t keep up with rising risks, evolving customer expectations, and operational pressures. The question isn’t whether insurers will transform, but rather how fast they can adapt.
Technologies like AI, advanced analytics, and embedded solutions have moved from emerging concepts to essential capabilities for competitive advantage. Earlier this year, we highlighted these opportunities in our Top 5 Digital Trends for Insurance.
As we gear up for the world’s largest event for insurance innovation in October, InsureTech Connect (ITC) Vegas, it’s clear these trends are driving the conversations that matter most. Hear from industry experts Brian Bell and Conall Chabrunn on why this moment is so transformative.
“ITC is a great opportunity to explore the latest innovations shaping the future of insurance and see how insurers are leveraging AI across the value chain—from underwriting to claims and customer engagement.” – Brian Bell, Principal
Here’s a closer look at three AI trends that are leading the way, at ITC and beyond.
1. Make AI Your Growth Engine
Artificial intelligence is a core enabler of insurance innovation. It’s powering efficiency and elevating customer experiences across the value chain. From underwriting to claims, AI enables real-time decisions, sharpens risk modeling, and delivers personalized interactions at scale. Generative AI builds on this foundation by accelerating content creation, enabling smarter agent support, and transforming customer engagement. Together, these capabilities thrive on modern, cloud-native platforms designed for speed and scalability.
Why Leaders Should Act Now:
AI creates value when it’s embedded in workflows. Focus on the high-impact domains that accelerate outcomes: underwriting, claims, and distribution. Research shows early AI adopters are already seeing measurable results:
- New-agent success and sales conversion rates increased up to 20%
- Premium growth boosted by as much as 15%
- New customer onboarding costs reduced up to 40%
“Ironically, AI has been the hottest topic at ITC the last three years. This year, the playing field has truly changed. Perficient’s AI product partners will be on full display, and we are excited to show our customers how we can enhance and optimize them for real world performance.” – Conall Chabrunn, Head of Sales – Insurance
We help clients advance AI capabilities through virtual assistants, generative interfaces, agentic frameworks, and product development, enhancing team velocity by integrating AI team members.
Read More: Empowering the Modern Insurance Agent
2. Personalize Every Moment
Today’s policyholders expect the same level of personalization they receive from other industries like retail and streaming platforms. By leveraging AI and advanced analytics, insurers can move beyond broad segments to anticipate needs, remove friction, and tailor products and pricing in the moments that matter.
Forbes highlights three key pillars of modern personalization critical for insurers aiming to deliver tailored experiences: data, intent signals, and artificial intelligence. At ITC, these principles are front and center as insurers explore how to meet expectations and unlock new revenue streams, without adding complexity.
Why Leaders Should Act Now:
Personalization isn’t just about customer experience—it’s a growth strategy. Research shows over 70% of consumers expect personalized interactions, and more than three-quarters feel frustrated when they don’t get them. Insurers that utilize AI to anticipate needs and simplify choices can earn trust and loyalty faster than those who don’t.
Success In Action: Proving Rapid Value and Creating Better Member Experiences
3. Meet Customers at the Point of Need
Embedded insurance is moving into everyday moments, and research shows it’s on a massive growth trajectory. Global P&C embedded sales are projected to reach as high as $700 billion by 2030, including $70 billion in the U.S. alone. By meeting customers where decisions happen, carriers can create seamless experiences, new revenue streams, and stronger brand visibility—while offering convenience, transparency, and choice.
Insurers that embrace ecosystems will expand their reach and relevance as consumer expectations and engagement continually shift. Agencies will continue to play a critical role in navigating difficult underwriting conditions by tailoring policy coverages and providing transparency, which requires that they have access to modern sales and servicing tools. It’s a prominent theme that’s echoed throughout ITC sessions this year.
Why Leaders Should Act Now:
AI amplifies embedded strategies by enabling real-time pricing, risk assessment, and personalized offers within those touchpoints. What matters most is making the “yes” simple: clear options, plain language, and confidence about what’s covered. Together, embedded ecosystems and AI-driven insights help insurers deliver relevance at scale when and where consumers need it.
“Perficient stands apart in the AI consulting landscape because every decision we make ties back to industry-specific use cases and measurable success criteria. We complement our technology partners by bringing deep industry expertise to ensure solutions deliver real-world impact.” – Conall Chabrunn, Head of Sales – Insurance
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Lead the Insurance Evolution With AI-First Transformation
The insurance industry is entering uncharted territory. Those who act decisively and swiftly to leverage AI, embrace embedded ecosystems, and personalize every moment will lead the curve in the next era of insurance.
As the industry gathers at events like ITC Vegas, these conversations come to life. Expect AI to be the common thread across underwriting, claims, distribution, and customer experience.
“There’s never been a more transformative time in insurance, and ITC is the perfect place to be part of the conversation.” – Brian Bell, Principal
If you’re attending ITC at Mandalay Bay in October, schedule a meeting with our team to explore how we help insurers turn disruption into opportunity.
Carriers and brokers count on us to help modernize, innovate, and win in an increasingly competitive marketplace. Our solutions power personalized omnichannel experiences and optimize performance across the enterprise.
- Business Transformation: Activate strategy and innovation within the insurance ecosystem.
- Modernization: Optimize technology to boost agility and efficiency across the value chain.
- Data + Analytics: Power insights and accelerate underwriting and claims decision-making.
- Customer Experience: Ease and personalize experiences for policyholders and producers.
We are trusted by leading technology partners and consistently mentioned by analysts. Discover why we have been trusted by 13 of the 20 largest P&C firms and 11 of the 20 largest annuity carriers. Explore our insurance expertise and contact us to learn more.
