Artificial Intelligence in Insurance: Industry Transformation, Customer Benefits, and Emerging Risks

Öz

Artificial intelligence (AI), and generative AI in particular, is being adopted across the insurance industry at the same time that customers are migrating to digital channels and demanding greater personalization. The purpose of this review is to examine how AI is reshaping insurance, why it can benefit customers, and how it can simultaneously leave insurers worse off. Methodologically, the study is a structured narrative review rather than an empirical study: peer-reviewed research and authoritative industry, regulatory, and market sources published primarily between 2022 and 2026 were purposively selected for relevance, recency, and authority, and were synthesized around the insurance value chain and the opportunity- risk duality of AI. The review finds that adoption of AI is now near-universal among insurers, yet only a small minority have scaled it beyond pilots. AI delivers tangible customer benefits- faster service, broader access, and personalized pricing and products aligned with documented demand for digital, tailored experiences and the emerging shift to agentic AI is beginning to reshape distribution, augmenting human agents while threatening to disintermediate them. The same capabilities, however, generate countervailing risks: generative tools both strengthen and undermine fraud defenses by enabling deepfake and synthetic claims; they intensify data-privacy tensions; and opaque models raise concerns about bias, fairness, and trust that are now being codified in regulation. The study concludes that AI’s net effect on insurers is conditional rather than predetermined, depending on governance, transparency, and the management of an inherent tension between personalization and privacy. The review contributes an integrative synthesis that links AI’s benefits to their countervailing risks and identifies directions for future research.

Anahtar Kelimeler

• insurance
• artificial intelligence
• generative AI
• insurance fraud
• data privacy

Sigortacılıkta Yapay Zekâ: Sektörün Dönüşümü, Müşteri Faydaları ve Ortaya Çıkan Riskler

Öz

Yapay zekâ (YZ) ve özellikle üretken yapay zekâ, müşterilerin dijital kanallara yönelip daha fazla kişiselleştirme talep ettiği bir dönemde sigorta sektöründe hızla benimsenmektedir. Bu derlemenin amacı, yapay zekânın sigortacılığı nasıl dönüştürdüğünü, müşterilere neden fayda sağlayabileceğini ve aynı zamanda sigortacıları nasıl daha kötü bir konuma getirebileceğini incelemektir. Yöntem açısından çalışma, ampirik bir araştırma değil yapılandırılmış bir anlatı derlemesidir: ağırlıklı olarak 2022-2026 yılları arasında yayımlanan hakemli akademik araştırmalar ile sektör, düzenleyici ve piyasa kaynakları; güncellik, ilgililik ve otorite ölçütlerine göre amaçlı olarak seçilmiş ve sigorta değer zinciri ile yapay zekânın fırsat–risk ikiliği çerçevesinde bir araya getirilmiştir. Derlemenin bulgularına göre yapay zekânın benimsenmesi artık sigortacılar arasında neredeyse evrenseldir; ancak yalnızca küçük bir azınlık bunu pilot uygulamaların ötesine taşıyabilmiştir. Yapay zekâ; daha hızlı hizmet, daha geniş erişim ve dijital, kişiye özel deneyimlere yönelik belgelenmiş taleple örtüşen kişiselleştirilmiş fiyatlandırma ve ürünler gibi somut müşteri faydaları sunmakta; ortaya çıkan ajansal (agentic) yapay zekâya geçiş ise dağıtım kanalını yeniden biçimlendirmeye, insan acenteleri güçlendirirken aynı zamanda onları devre dışı bırakma tehdidi oluşturmaya başlamaktadır. Ancak aynı yetenekler karşıt riskler de doğurmaktadır: üretken araçlar derin sahtecilik (deepfake) ve sentetik hasar taleplerini mümkün kılarak dolandırıcılık savunmasını hem güçlendirmekte hem zayıflatmakta; veri gizliliği gerilimlerini artırmakta; şeffaf olmayan modeller ise önyargı, adalet ve güven konusunda artık düzenlemelerle kayıt altına alınan endişeler doğurmaktadır. Çalışma, yapay zekânın sigortacılar üzerindeki net etkisinin önceden belirlenmiş olmaktan çok koşullu olduğu; yönetişime, şeffaflığa ve kişiselleştirme ile gizlilik arasındaki içsel gerilimin yönetimine bağlı olduğu sonucuna varmaktadır.

Anahtar Kelimeler

• sigortacılık
• yapay zekâ
• üretken yapay zekâ
• sigorta dolandırıcılığı
• veri gizliliği

Kaynakça

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