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Artificial intelligence (AI) — specifically, generative AI — has dominated headlines and elicited equal parts excitement and wariness among businesses: excitement for the new insights and capabilities gained, and wariness of what it means for the future of work. Insurance is no exception.

Insurers are looking for ways to shoehorn generative AI into their business. However, an inordinate focus on the possibility of AI can actually be a distraction from an overlooked technology area that perhaps merits more attention and investment — automation. In fact, now is a perfect time for the insurance industry to focus on automation. For several years now, consolidation — particularly on the retail/distribution side — has been the big story in the market. Along with consolidation come disparate systems: CRMs, ERPs, agency management systems, payables and so on. The only way to centralize these workflows effectively will be through automation, not AI.