Milliman has analyzed adoption and use of generative artificial intelligence (AI) by insurers in the European market. Generative AI refers to deep-learning models capable of creating content by learning from the data they are trained on. This white paper focuses on large language models and vision algorithms, discussing the following:

• Applications in insurance
• Marketing, customer service, and claims management
• Policy administration and customer satisfaction, sales and product development, and underwriting
• Actuarial/financial functions and legal
• Organizational approach to implement and scale generative AI
• Technical and compliance challenges
• The role of internal expertise