Prudential is expanding artificial intelligence across agency, operations, and health as it measures the technology against productivity, service speed, and business outcomes.
The insurer treats AI as a business tool rather than a standalone technology initiative, said Ms Priscilla Ng, Group Chief AI Business Officer and Group Customer & Marketing Officer at Prudential Plc.
In agency, AI is being used to consolidate customer information, identify needs, prepare advisers for meetings, and reduce administrative work. Prudential also tracks conversion, adviser productivity, and business growth to assess impact.
In Hong Kong, Prudential has introduced an AI underwriting chatbot that gives financial consultants faster access to underwriting guidance and customer information requirements. Ng said responses that previously took days can now be provided in minutes.
Human oversight remains important for decisions involving health, finance, and long-term planning. More than 60% of young adults surveyed across Asia prefer speaking to a financial adviser about health and life insurance, according to Ms Ng.
“AI's role is really to support people, not replacing them,” she said.
Ms Ng said the main challenge for insurers is moving AI beyond pilot programmes and embedding it into everyday workflows. That requires clear business ownership, employee confidence, defined outcomes, and governance, alongside workforce investment through upskilling, reskilling, and external AI talent.
“Success depends on the right technology, culture, capability, and also trust, not just about the AI technology,” Ms Ng said.
For insurers, the business case extends beyond cost efficiency to faster underwriting support, stronger adviser productivity, and better use of staff time whilst maintaining accountability, reported Insurance Asia.