Assessing the present and future impact of Generative AI

‘I’ve been working in technology and transformation for over 20 years and the pace of change of the technology and the appetite for adoption is like nothing I’ve seen before,’ she says.   

This is perhaps no surprise given that ChatGPT, the first of the large language models to launch, rapidly became the fastest-growing consumer application in history at that time¹, winning hundreds of millions of users within months of its November 2022 launch. People have been quick to appreciate the technology’s ability to transform their own productivity, whether it’s drafting emails, scheduling meetings or summarising reports. 

'We’ve seen a 10 per cent reduction in call handling times and a better experience for both customer and agent'Sarah Self, Aviva

In addition to personal productivity gains, many companies are seeking ways to use the technology to improve service to the customer. For insurers, one of the most impactful areas has been claims, when customers are seeking reassurance, prompt action and rapid settlement. While it may be a time least suited for the intervention of a ‘bot’, Sarah Self of Aviva says it actually ‘takes the robot out of the human’ by handling the mechanistic tasks so human call handlers can focus on what’s innately human: listening, empathy and judgement.  

‘Claims summarisation is one of our favourite use cases,’ she says, highlighting how succinct AI-generated summaries not only mean handlers no longer need to put customers on hold while they catch up on the claim history but they’re also briefed on important customer data, such as vulnerability, or triggers for next steps. The result? A 10 per cent reduction in call handling times and a better experience for both customer and agent.  

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