Abstract
The relevance of the issue under consideration is driven not only by the rapid development of technology but also by the growing need for automation and personalization of insurance products. The main purpose of this article is to analyze the prospects and problems of integrating AI into insurance services. The article aims to identify the main directions of implementing AI technologies in risk management, optimizing insurance products, as well as studying the legal, ethical and technical aspects of this transformation. During this study, the following general scientific methods of cognition were used: literature synthesis, statistical data analysis, expert assessment, systematization and generalization for segmentation, dynamics assessment, factor classification and formation of a comprehensive vision of the integration of artificial intelligence into insurance services. The results of the expert survey and analysis of the obtained ratings on the integration of artificial intelligence into insurance services showed that for Group 1 the most significant factors are improved underwriting (Total A2 = 1.35) and predictive analytics (Total A5 = 1.35), while Group 2 prefers automation of repetitive tasks (Total A1 = 1.35) and optimization of claims management (Total A3 = 1.0). Among the main problems for Group 1 are regulatory restrictions (Total D3 = 1.5) and data quality (Total D1 = 1.8), while Group 2 highlights privacy risks (Total D6 = 1.35) and high implementation costs (Total D8 = 1.0). The integration of artificial intelligence into the insurance sector opens up new opportunities for modernizing processes and improving the efficiency of insurance companies. The results of the study confirm that AI is the main tool for optimizing the management aspects of insurance activities. Therefore, the successful integration of artificial intelligence into insurance activities requires a systematic approach to current challenges, which will allow to maximize the potential of AI within the insurance industry.
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