Information communication promoting insurance sales: use of chatbot technologies

The development of information and communication technologies (ICT), and especially of artificial intelligence, provides opportunities at a qualitatively new level in the digitalisation of a number of business processes. Similarly, the insurance sector can digitise many of its capabilities by using AI-based chatbot technology to provide another channel for customer communication. The advantages of this channel are indisputable: geographic and temporal independence, cost reduction, inclusion in various social networks, etc. On the other hand, this new communication channel has not been sufficiently well researched from the point of view of consumer attitudes. This paper presents research that seeks to identify user attitudes that are key to the usability of chatbot technology. The research is in two parts: a quantitative empirical study of consumers and a survey of insurance professionals. The results show that chatbots and AI offer various use cases in the insurance industry, such as sales support, lead generation, online insurance contracting, customer service, claims management, personalisation of insurance offers, customer retention, cross-selling, insurance policy management, risk prevention and consulting, and integration of smart devices and IoT. The research allows for increasing awareness of customer attitudes toward the use of chatbot technology and can lead to an increase in the effectiveness of communication in the insurance business.