Insurers Overestimate A.I. Progress as Data and Governance Gaps Persist
Insurance executives are confident about their artificial intelligence progress, but that confidence may not match reality, according to a new report from KPMG International.
The survey of 44 insurance leaders across 20 countries found that 45% of respondents place themselves in the top quartile of A.I. transformation, and none described their organization as significantly lagging peers. Yet only 11% reported very clear metrics on A.I. return on investment, and just 18% said they have a clear view of how A.I. will enable their strategy with leadership aligned on execution.
“The data shows that 44% of insurers think they are A.I. leaders yet just 11% claim a strong data foundation and governance,” said Matthew Smith, KPMG’s global lead for insurance strategy and transformation, in the report. “That suggests a notable gap between A.I. vision and reality.”
Efficiency Gains Outpace Transformation
The report found that 77% of insurance executives believe failing to respond to A.I. will undermine their competitiveness within five years, and 68% said the greater risk today is moving too slowly rather than too fast. Despite that urgency, most A.I. activity remains focused on incremental efficiency rather than reshaping the business.
KPMG found that 71% of insurers use A.I. mainly for content generation or automating routine tasks, and 92% cited cost and efficiency as a primary transformation outcome, compared with just 25% pointing to new revenue-generating products or services. Investment patterns reflect the same pattern: nearly half of A.I. budgets go toward operational and back-office efficiency, vs. only 5% to 10% directed at new products or revenue models, according to the report.
Functional redesign also lags adoption. While insurers reported visible progress integrating A.I. into claims management, only 3% said they were functionally redesigning that process, with most still embedding A.I. into existing workflows, KPMG found.
Five Compounding Gaps Undercut Transformation
KPMG identified five reinforcing challenges limiting insurers’ ability to convert A.I. activity into transformation. Beyond unclear vision and ROI metrics, only 11% of respondents described their data as having a strong foundation and governance to scale A.I. beyond pilots, while 13% said they still face fragmented data, poor quality and unclear ownership.
Workforce readiness also lagged: just 8% of insurers rated their workforce as highly proficient with A.I. tools, even though 54% said they provide effective training. By 2029, insurers expect varying workforce effects by function, with 72% anticipating a hybrid model in underwriting compared with significant role elimination expected by 36% in claims management and 33% in policy servicing, the report found.
Accountability presented a further obstacle: technology leaders such as chief digital, technology or information officers own A.I. transformation at 45% of insurers, but 43% said understanding of that accountability remains uneven beyond senior leadership.
Threats May Come From Outside the Industry
When asked about competitive threats, insurance executives most commonly named big tech, auto and mobility disruptors, and insurtech natives, according to KPMG. But the report suggested the more significant risk may come from organizations that do not resemble insurers at all.
“The real threat is whoever has cheaper capital and better data,” Smith said in the report, adding that pension funds and large corporates with strong balance sheets no longer need a traditional insurance policy to take on risk, provided the data is good enough to model it themselves. “That’s a bigger threat than any point solution insurers can already see coming, because it bypasses the industry’s business model rather than competing inside it,” he said.
KPMG’s report also pointed to a broader complacency risk. A separate KPMG International study, Transforming the Enterprise, found that only 14% of executives across industries considered themselves top performers on transformation relative to peers, and fewer than one in three believed they had achieved meaningful enterprise-wide impact.
“Confidence is easy to manufacture and hard to verify,” said Mark Longworth, KPMG’s global lead for insurance advisory, in the report. “Every insurer I talk to believes they’re ahead of the pack. That confidence is the risk. It can stop them from seeing that their bigger threat comes from a company much further ahead than they are.”
Obtain the full report here. &


