This article was co-authored by Juan Bosco de la Rocha (Managing Director/Partner and Head of Insurance at Andersen Consulting) and Gabriel Pagola Domec (Managing Director/Partner and Head of AI Solutions at Andersen Consulting).
AI IS BECOMING INVISIBLE
If you arrive at a hotel and they don't have Wi-Fi, at first you're surprised. Then you get annoyed. What was a luxury that caused a WOW effect twenty years ago is now a basic expectation.
When technology ceases to be extraordinary, it becomes the norm: indispensable, almost invisible.
The same thing is happening with Artificial Intelligence, but at a speed that defies any historical timeline. The curve that used to take years to go from "wow" to "normal and expected" now takes months, if not weeks.
Companies don't have time to settle in. When an innovation hits the market, its surprise period is already coming to an end.
This poses a strategic challenge: simply integrating AI is not enough to gain efficiency. Companies that limit themselves to optimizing processes will compete for the same millimeters of improvement as everyone else.
The real difference lies in daring to think beyond the obvious, to discover new areas of value before they exist.
IN THE INSURANCE SECTOR, AI IS ALREADY A WELL-ESTABLISHED REALITY
Eight out of ten insurance companies use Artificial Intelligence or Machine Learning models. Fifty-eight percent do so to increase efficiency and optimize processes; 33% seek to improve the customer experience.*
The technology is already on the table. So what's missing?
Ideas and strategies for converting that technical capacity into proposals that generate revenue and competitive advantage, not just cost savings.
FROM EFFICIENCY TO APPLIED CREATIVITY
At Andersen Consulting, we observe a consistent pattern: AI projects start out seeking efficiency—reducing time, costs, and errors.
But if the team manages to keep strategic curiosity alive, the second phase emerges: creativity applied to business. That's where the leap happens. With the same investment in data and technology, you can design new sources of value.
In other words: using AI not only to save money, but also to generate revenue. And this leap is not theoretical. Let's look at two specific examples that illustrate this point.
SUCCESS STORY 1: AI WITH "COMMON SENSE"
An insurance company, like many in the sector, worked with established rules and criteria to decide which benefits, promotions, or services to offer each customer. The first step was logical: automate the selection of the most appropriate rule using AI.
But the real breakthrough came with a disruptive question: "What if, instead of conforming to the rules, we take each case individually and use common sense to offer what the customer really needs?"
In a traditional scenario, this would have been impossible: the common sense of thousands of people varies, and the result would have been chaotic. With AI, however, "common sense" is simulated based on data and rules. "Red lines" are drawn that cannot be crossed—for example, profitability or risk limits—and within that framework, AI personalizes each decision. Instead of following fixed rules, the system now evaluates thousands of optimized combinations, continuously learns from the results, and suggests strategies that balance business and customer experience.
Thus, each executive works with an AI Agent that helps deliver more useful proposals and more relevant conversations.
The result: 100% personalization in service and customer care +20% in portfolio retention rate.
SUCCESS STORY 2: COMPLAINTS THAT TURN INTO SALES
A banking and insurance company decided to apply AI to analyze thousands of customer interactions with the aim of improving the customer experience. The first step, once again, was efficiency: analyzing more data in less time, detecting customer pain points, and reducing friction.
But then a question arose that makes all the difference: "What if what we hear not only enhances the experience, but also reveals cross-selling opportunities?"
The AI began to detect patterns of intent. In one such call, a customer who was frustrated because his card had been blocked just before he was about to go on a trip became a success story. The AI identified the opportunity and suggested to the executive how to proceed: "We have already reactivated your card so that you can use it abroad. But we also want to offer you a discount on our travel insurance..."
That customer, and many others after them, tripled their cross-selling rates. AI wasn't just resolving complaints: it was creating new value.
THE LEAP THAT DEFINES LEADERSHIP
In a world where efficiency is already a requirement, creativity applied intelligently becomes the new competitive advantage.
The organizations that lead are not those with the most technology, but those that dare to think differently and combine strategy with curiosity, data with imagination.
That's where strategic consulting firms specializing in AI can make a difference: they work alongside the company as if they were part of the team, but think with the perspective of an outsider. They understand the operation, but maintain just enough distance to detect blind spots, those spaces where opportunities lie hidden.
It is in this tension between proximity and perspective that ideas are born that transform industries.
ABOUT ANDERSEN CONSULTING
Andersen Consulting is a global consulting practice offering a comprehensive set of services covering corporate strategy, business, technology, and AI transformation, as well as human capital solutions. Andersen Consulting is integrated with Andersen Global's multidimensional service model, providing world-class expertise in consulting, tax, legal, valuation, global mobility, and advisory services on a global platform with more than 44,000 professionals worldwide and a presence in more than 600 locations through its member firms and collaborating firms. Andersen Consulting Holdings LP is a limited liability partnership and offers consulting solutions through its member firms and collaborating firms worldwide.
* Sources:
Minsait. (2024). AI: An X-ray of a revolution in progress. Minsait.
ICEA & Multiasistencia. (2025). Artificial intelligence in the management of multi-risk home insurance claims. ICEA.