Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Case Studies for Insurance Service Marketing Using Artificial Intelligence(AI) in the InsurTech Industry.

인슈어테크(InsurTech)산업에서의 인공지능(AI)을 활용한 보험서비스 마케팅사례 연구

  • Jo, Jae-Wook (Department of Business Administration, Daelim University)
  • Received : 2020.09.09
  • Accepted : 2020.10.20
  • Published : 2020.10.28
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Abstract

Through case studies for insurance service marketing using artificial intelligence(AI) in the insurtech industry, it investigated how innovative technologies(artificial intelligence, machine learning etc.) are being used in the insurance ecosystems. In particular, through domestic and international case studies, it was examined by Lemonade's service of insurance contracts and getting the indemnity and AI company's service of calculating the compensation through a medical certificate image based on OCR, which brought disruptive innovations using artificial intelligence. As a result of the case analysis, these services have drastically shortened the lead time of insurance contracts and payment through machine learning using numerous customer data based on artificial intelligence. And accurate and reasonable compensation was calculated in the estimation of indemnity, which has a lot of disputes between customers and insurance companies. It was able to increase customer satisfaction and customer value.

최근 활성화 되고 있는 인슈어테크(InsurTech) 산업에서의 인공지능(AI)을 활용한 보험서비스 마케팅 사례연구를 통해, 보험산업 생태계에서 혁신적인 기술(예: 인공지능, 기계학습 등)이 어떻게 활용되고 있는지 살펴보았다. 특히, 국내·외 서비스 사례연구를 통해 인공지능기술을 활용하여 파괴적 혁신을 가져온 미국의 레모네이드(Lemonade)사의 챗봇을 이용한 신속하고, 간편한 보험가입 및 보험금 지급 서비스, 국내 AI컴퍼니의 광학 문자 인식(OCR)기반의 진단서 입력을 통해 예상 보험금이 산출되는 보험금 산정서비스를 고찰해 보았다. 사례분석 결과 인공지능 기반의 수많은 고객데이터를 활용한 기계학습을 통해 보험 가입 및 지급 절차에 있어 리드타임을 획기적으로 단축하였고, 고객과 보험사간의 분쟁이 많은 보험금 산정에 있어서도 정확하고 합리적인 보험금을 산출함으로써, 고객만족과 고객가치를 높일 수 있었다.

Keywords

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