BGL Group: Artificial Intelligence (AI) Strategy

Abstract

This research presents a detailed case analysis of BGL Group, a leading, international, distributor of insurance and household financial services. The AI strategy is described by analysing and evaluating a set of AI applications covering a variety of business areas: 1. Machine learning for pricing; 2. Chatbot AI technology to improve the customer experience in e-service; 3. Customer experience design thinking and a/b testing in new product development; 4. Voice recognition and Natural Language Processing (NLP) in call centre operations; 5. AI techniques for market segmentation. Each application is described in detail, and the concept of value creation in service markets is illustrated using data flow diagrams of customer interactions for different stages of the customer journey. A benefits matrix model is proposed that captures the principal AI benefits to both the supplier and the customer. The case discussion uses a new model, an AI systems map, to describe and explain the overall landscape of current AI applications, traditional Management Information Systems (MIS) and possible future application areas based on broad AI strategies and cognitive AI/thinking machines. Some concluding remarks are made on the importance of a digital first culture, up-to-date digital infrastructure and technology partnerships for successful implementation of AI systems, the crucial role of big data in AI strategies, and the growing importance of AI ethics in business applications. Finally, some propositions are offered regarding the future direction of AI in insurance markets.