Trends in Digitization of the Customer Experience in Insurance

The insurance industry, traditionally conservative and heavily dependent on direct human interactions, is going through a period of profound transformation. Accelerated digitalization and the adoption of new technologies - especially online platforms, artificial intelligence and advanced data analytics - are fundamentally changing the way customers interact with insurance providers. From policy issuance to claims management or post-sales communication, the customer-insurer relationship is becoming increasingly automated, personalized and accessible in real time. This transition from the traditional agent-centric model to a digitalized one brings both strategic opportunities and significant challenges for insurance companies, which must rethink not only their IT infrastructure but also their entire customer relationship model. The article analyzes how digital transformation is influencing the customer experience in the insurance industry. The main technological trends, interaction personalization strategies, as well as challenges related to implementation, security and workforce adaptation are highlighted. The study highlights the impact of artificial intelligence, process automation and omnichannel platforms on the relationship between insurers and customers.