Samsung Fire & Marine Insurance Launches AI Sales Support System 'AI Advisor'

Customer-Specific Analysis... Personalized Services
Building a System to Link Customer and Policy Data

Samsung Fire & Marine Insurance announced on October 26 that it had launched "AI Advisor," an artificial intelligence (AI)-based sales support system designed to manage each customer's life cycle more carefully and provide consultations and services tailored to individual circumstances.

AI Advisor analyzes each customer's individual characteristics and identifies when they may need attention, helping insurance planners (RCs) provide the necessary information and consultation at the right time. Because customers' circumstances and needs continue to change even after they purchase insurance, the system focuses on continuously providing them with the guidance and services they need throughout the entire process, from enrollment to policy maintenance.

AI Advisor analyzes customers assigned to each RC who have major events coming up, such as policy maturity or an insurance payout, and identifies those who need to be contacted. It also suggests personalized communication based on personas that reflect each customer's characteristics and preferences, helping RCs provide more individualized customer service.

The consultation process is also becoming more tailored to each customer's circumstances. When an RC selects coverage relevant to a customer, AI considers the customer's situation and coverage to suggest key points for the consultation and how to explain them. This allows customers to receive consultations tailored to their circumstances and needs, rather than standardized product explanations.

Samsung Fire & Marine Insurance has also focused on using AI to enhance RCs' consultation expertise. With the "AI Role-Playing" feature, RCs can repeatedly practice consultations with virtual human avatars before meeting actual customers. The training is divided into beginner (read and follow along), intermediate (speak using keywords), and advanced (free conversation) levels, allowing RCs to choose training suited to their skill level. They can also review their consultation skills objectively by receiving scores on their results and address areas where they need improvement. This helps RCs better understand customers' circumstances and conduct consultations after thorough preparation, while enabling customers to receive more professional advice.

AI Advisor is an initiative to raise the level of service customers experience by combining AI technology with Samsung Fire & Marine Insurance's accumulated customer management expertise and RCs' professional knowledge. By using AI to supplement customer management and consultation preparation, which previously could vary depending on each RC's individual experience and expertise, the company aims to identify changes in customers' circumstances and when they need consultations in greater detail, and provide consultations and services accordingly.

Samsung Fire & Marine Insurance plans to expand its use of AI beyond customer analysis and consultation preparation to product recommendations, contracts, claims, and services. It also aims to refine its data-driven customer recommendation system and incorporate frontline sales expertise into AI, broadening AI Advisor's role as a "hyper-personalized sales support model" that more precisely reflects each customer's circumstances and needs.

A Samsung Fire & Marine Insurance representative said, "AI Advisor is a system developed to help us understand and manage each customer with greater care. We will use AI to enhance RCs' expertise and continue to strengthen consultation quality and service competitiveness through customer-focused AI applications."

This content was produced with the assistance of AI translation services.