Samsung Life Insurance (032830.KS) has designated this year as the inaugural year of its artificial intelligence transformation (AX) and plans to build a system capable of automatically underwriting contracts and paying insurance claims. Samsung's financial affiliates plan to expand their AI organizations, centering on Samsung Life, and elevate employees' AI capabilities through systematic training.
According to financial industry sources on Monday, Samsung Life has set a goal this year of building a structure in which AI-based automatic underwriting and claims payment are organically linked. To this end, the company is focusing on improving system accuracy at the data input stage, which forms the foundation for AI underwriting. It is upgrading optical character recognition (OCR) to reduce document input errors and systematizing its database (DB) so that AI can automatically identify and classify claims eligible for automated underwriting.
"We will achieve qualitative improvement in customer service experience by providing faster and more accurate claims payment services," a Samsung Life official said. "We are expanding the scope of AI technology application in claims payment and improving payment procedures to be more efficient."
Samsung Life is also building a "simulation service" that allows insurance planners to practice customer consultations using AI. The system generates consultation scenarios similar to actual sales environments based on accumulated data and strengthens planners' consultation skills through conversations with AI. The company believes this will raise consultation standards across the entire sales organization through repeated practice, moving away from methods that relied on individual experience or training.
As a longer-term initiative, the company has also decided to expand an "AI voice bot" across its entire call center operations. It is preparing to introduce a "conversational voice response system" that analyzes customer speech intent, guides resolution processes for issues that can be self-resolved, and promptly connects customers to agents for matters requiring human assistance.
Samsung Fire & Marine Insurance (000810.KS) is also upgrading its insurance underwriting procedures using AI technology. In particular, it has introduced "AI medical underwriting" to improve the efficiency of cancer diagnosis and surgical benefit reviews. The system automatically analyzes various medical documents including diagnostic reports, test results, and surgical records based on extensive medical data. By combining OCR technology with generative AI, it has significantly shortened the manual review process and improved operational efficiency.
Samsung's financial affiliates have expanded their AI organizations this year, centering on Samsung Life, to strengthen company-wide AI adoption. The AI center, comprising 126 staff across affiliates combined, is driving AI technology development and other initiatives. The affiliates plan to provide systematic "literacy" training so that employees can properly understand and use AI. Samsung's financial affiliates are also visiting overseas investment banks and insurers this year to study benchmarking cases as they seek to fully integrate AI into insurance and securities businesses.
Samsung Life is also establishing a governance framework for regulatory compliance, including the AI Basic Act, and customer protection. "We will focus on building an AI governance framework in the first half of this year and begin concrete implementation from the second half," a Samsung Life official said.
