Insurers Chase Revenue Growth as A.I. Adoption Matures, Accenture Finds
Insurance executives are increasingly betting that artificial intelligence can drive top-line growth rather than just operational savings, according to a new Accenture Research report.
The report found that 85% of 218 C-suite leaders surveyed across 20 countries in Accenture’s Pulse of Change study now believe revenue growth is becoming a more significant benefit of A.I. for their organizations, up from 68% two years earlier, in 2024.
Separately, in a survey of 263 senior insurance executives conducted in October and November 2025, Accenture found 81% of insurance organizations have achieved at least a 5% improvement in gross written premiums from A.I. and data initiatives, with 7% reporting gains above 20%. Those gains are being driven by better pricing, personalization and cross-selling, the report said.
Growth Gains Remain Siloed
Despite those results, Accenture found that less than a third, 32%, of insurance executives ranked “driving revenue growth and business expansion” among the top three drivers of their A.I. and data investments.
The report described this as a missed opportunity, noting that sharpening pricing models or streamlining underwriting improves performance locally, but insurers forgo compounding growth effects when those insights aren’t fed into distribution, product design and cross-sell strategies. Only 23% of insurers have achieved enterprise-wide A.I. integration, according to the survey, with most still separating strategy from execution and splitting ownership and budgets between centralized and decentralized efforts.
Case examples cited in the report illustrate the scale of gains available when A.I. is deployed with intent:
- One carrier that built a unified data foundation across CRM, policy administration and third-party sources saw conversion rates rise 30% to 40% and new business value increase 3% to 5%.
- Another insurer that redesigned underwriting workflows achieved 10% to 20% growth in new business premiums and cut time to quote by more than 80%.
- A third organization cut policy servicing handling time by 42% and cycle time by about 60%, while a fourth reduced claims leakage by 0.5 to 1.5 percentage points through a gen A.I.-powered claims assistant.
Skills and Workforce Gaps Persist
The report identified workforce readiness as a critical bottleneck. While 70% of insurers run targeted skills initiatives, only 14% have scaled these programs enterprise-wide, leaving A.I. capability concentrated in small groups. Accenture found that 83% of insurers report moderate to severe shortfalls in the ability to translate A.I. into business value, the most critical skills gap identified in the survey.
A senior technical architect at a large insurer told Accenture, “People readiness is more difficult than the technology itself. The challenge is helping employees see A.I. as an enabler, not a threat.”
Generali addressed this gap through its We LEARN program, which reskilled its global workforce of more than 82,000 employees with courses spanning data strategy, data ethics, generative A.I. and sustainability. The program achieved 100% engagement and trained 1,200 senior managers on generative A.I., according to the case study cited in the report.
Trust and Governance Shape Agentic A.I. Rollout
As insurers move toward agentic A.I., trust remains limited: only 6% of companies fully trust A.I. agents to handle core business processes, according to a Harvard Business Review Analytic Services report cited by Accenture. Still, 68% of insurers surveyed believe integrating A.I. agents into core workflows will transform roles.
Zurich Spain’s experience illustrates this shift: the insurer deployed more than 15 generative A.I. use cases, with 87% of employees using A.I. daily, cutting quotation turnaround from hours or days to minutes and freeing 60,200 hours annually through automation.
On governance, Accenture’s survey found 50% of insurers cite legacy system integration as their primary challenge to deploying A.I. at scale, followed by access to quality data at 45%. More than half of insurers, 56%, have already implemented formal A.I. governance frameworks, reflecting what the report described as a shift from reactive compliance toward proactive, ethical design.
Obtain the report here. &

