Generative AI in Insurance: Unlocking New Value Beyond Predictive Analytics
Earnix Team
24. August 2025
AI isn’t just reshaping insurance. It’s becoming the engine that powers product design, pricing, and customer engagement.
As Adrian Coupland, Head of EMEA Insurance at Earnix, explained in a recent discussion with Insure TV, predictive AI has long been the foundation of the Earnix platform. Insurers use Earnix across the full underwriting, pricing, rating, and personalisation cycle.
Yet now, the promise of generative AI is opening the door to entirely new use cases and business benefits. Together, predictive and generative AI have the potential to raise the bar significantly to make better decisions, operate more efficiently, improve compliance, and give customers the right coverage at precisely the right price.
The following are Coupland’s insights on the state of AI in insurance, including what predictive AI makes possible now and the role generative AI will play in the next phase of the industry’s evolution.
How Earnix Predictive AI Powers the Modern Insurance Industry
Predictive AI is not a new addition for Earnix, it is the capability the company was built on. Insurers rely on the platform to bring in vast amounts of data and translate it into actionable models that anticipate customer demand, drive improvement in loss ratios through better pricing and risk selection. These models can be developed, tested, and deployed quickly, allowing insurers to respond to changing market conditions without months of delay.
The applications span the full spectrum of insurance. A high-premium commercial policy may require complex underwriting and risk evaluation, while a consumer-facing product might need rapid price comparisons to stay competitive.
Predictive AI supports both, giving insurers confidence that their decisions are backed by data and aligned with business goals. And as insurers continue to scale these capabilities, the question shifts from what AI can predict to how those predictions can be governed, explained, and trusted.
Built-In Governance, Risk Management, and Compliance
In insurance, every decision must be transparent and defensible. Earnix ensures that every model is fully governed and explainable, a critical requirement in an industry where pricing transparency and regulatory compliance are non-negotiable.
Insurers cannot afford AI that operates like a black box. With Earnix, they can demonstrate exactly how models are built, how prices are derived, and why decisions were made. The same governance and controls that support predictive AI also extend to generative AI, so insurers can adopt new capabilities with confidence, knowing every output is consistent, auditable, and compliant.
Generative AI in Insurance: Transforming Customer Experience & Operational Efficiency
Generative AI represents the next wave of transformation in insurance. While predictive AI forecasts future outcomes, generative AI powers real-time, adaptive guidance, whether it’s helping an agent surface the right “magic question” during a customer call, recommending the next-best product, or generating code and insights via the Earnix Copilot.
A major leap forward comes from Earnix’s recent acquisition of Zelros, a leader in Gen-AI for insurers and banks. Combining Earnix’s predictive modelling strength and Zelros’ generative recommendation capabilities means insurers can now deliver the right offer, at the right price, exactly when it matters. This unified platform enables personalised, data-driven interactions across channels and roles, including underwriters, pricing teams, and front-line agents.
With predictive and generative AI now unified under one platform, organisations can move beyond forecasting to delivering fluid, personalised experiences – at scale and with full governance.
The Path to Generative AI Adoption: A Journey, Not a Switch
AI adoption in insurance is a journey, not a flip of a switch. While some insurers are already ahead on the curve, many are just beginning to explore the possibilities. Demand is surging as companies seek to remain competitive, leverage more data, and increase profitability. Those who hesitate risk falling behind. As Coupland observed, the pattern is familiar: innovators blaze the trail, and the rest of the industry follows, often faster than expected.
Earnix remains committed to helping insurers harness both predictive and generative AI to transform operations, pricing, and customer interactions. With predictive AI as its foundation and generative AI expanding possibilities, Earnix is enabling insurers to make better decisions, deliver more personalised coverage, and adapt quickly in a rapidly evolving market. AI is no longer optional – embracing it is essential for those who want to compete and thrive.
Schedule a demo to discover how Earnix can transform your business.