Achieving Truly Intelligent Automation: Key Takeaways from Insurance Innovators Nordics

The insurance industry is changing fast, and AI and robotic process automation (RPA) are leading the way. At the recent Insurance Innovators event in Copenhagen industry experts got together to talk about how automation is shaking up workflows, making processes smoother, and improving customer experience.

I joined a great panel with leaders from Tryg and Allianz and the discussion focused on how to achieve intelligent automation, prompting some interesting discussions. Here’s what stood out for me.

The shift to smarter automation

Automation isn’t just about cutting costs anymore; it’s about rethinking how things are done. An example that I gave was a CEO who initially aimed for 30% automation in home claims but, after seeing AI’s potential, pushed for 80% straight-through processing (STP). This isn’t down to us doing anything differently, but because AI is front-and centre of the business mind, it is inspiring the business to think differently. This isn’t about shoehorning technology into a function but thinking about how we can deploy technology as a co-agent to give a single user the power of ten.

Where do we see the successful use cases?

It’s easy to get caught up in the excitement of automation and the role of AI—pushing for touchless claims, no-submission processes, multi-channel inbound real-time resolution. And yes, the technology is there to make it happen. But the real challenge? Customer experience.

Not everyone wants the same level of automation. Some, like me, would rather never speak to their insurer at all. Others, expect a more personal touch. Demographics count and the reality is insurers have to cater to all these different preferences.

For now, hyper-automation and human interaction will coexist. Maybe one day, AI-powered interactions will be so seamless we won’t know if we’re speaking to a person or a machine. Until then, the key is to design automation that enhances, not replaces, the customer experience- the co-agent.

Building the right skills and culture for intelligent automation

Successful automation starts with understanding customer needs. The best results happen when all departments – IT, data science, operations, and customer service – work together rather than in silos.

Technical and business teams need to align on what they’re trying to achieve. Are we optimising for accuracy? Improving customer satisfaction? Reducing operational friction? When everyone is united behind a shared goal, automation and the practical efforts required to grow the use of AI will become far more effective.

Equally important, technical teams need to understand business needs, and business teams need to know what’s possible with AI. That’s where things get exciting – when technology is applied in a way that drives real impact.

The big challenge with GenAI (or any new tech) is avoiding the hype trap. It’s easy to use but much harder to implement in a meaningful way – especially in industries bound by compliance, regulation, and security. It’s about finding the right balance between innovation and practicality.

How can we stay ahead of the game?

Through imagination! One of the most rewarding parts of my job is facilitating user groups with customers and clients, bringing them together with our internal teams. We start by asking what the problem is, then collaborate to come up with innovative solutions. This approach makes everything more practical, as we create solutions driven by real needs.

Internally, we leverage no-code tools, AI, and natural language processing. These technologies enable us to build solutions in a fraction of the time it once took. We can experiment quickly and at a low cost, allowing us to test and implement ideas that work.

The final word

We’ve focused in R&D on commercial. With clear compliance requirements, it provides a solid foundation before expanding into personal lines as we gain insights. This is where we can drive real impact for customers today – and now we can take this experience in to consumer products where the legislation (proposed or current) is a risk  we have to be so careful with.

On the question of build versus buy, the answer is easy – do both! We focus on building our core systems – it’s what we do best. But we also work with great partners who bring their own strengths to create even better solutions.

Stay open-minded! Change is happening at such a rapid pace that you need to make decisions, be decisive, and take action. If you need to adjust those decisions in six months, be ready for it. Things will eventually settle, but during this phase, it’s essential to embrace risk and learn from failure.