
Digital Transformation and Customer Engagement in the Insurance Industry: Artificial Intelligence and Blockchain-Based InsurTech Applications
Chapter from the book:
Özaydın,
H.
(ed.)
2025.
Digital Communication: Technology And Interaction .
Synopsis
Insurance technology (InsurTech) is transforming the traditional structure of the insurance sector, providing companies with efficiency, cost advantages, and an enhanced customer experience, particularly in operational processes. However, due to the trust-based nature of the sector, the importance of digital communication technologies is increasing in terms of focusing on transparency, reliability, and accessibility. In this context, the effective use of next-generation technologies in the insurance sector can increase insurance rates, offer consumers more accessible and affordable products, and strengthen customer satisfaction. This study examines the concept of InsurTech, examines the transformative effects of artificial intelligence, blockchain, and related technologies at the global and local levels, and evaluates applications, regulations, and current literature findings to offer insights into the sector's future role. The study demonstrates that artificial intelligence and data analytics play a significant role in fraud prevention, developing personalized policies, and increasing operational efficiency in the insurance sector. Blockchain-based solutions, on the other hand, are seen to support new ways of doing business through transparency, trust, and decentralized insurance models. However, during this transformation process, insurance companies must carefully manage risks such as cybersecurity threats, regulatory uncertainty, and asymmetric information. It is believed that in the future, the sector's effective use of the opportunities offered by technology and its support by a strong regulatory framework will be decisive for sustainable development.