The February 2025 report finds that life, annuity, and benefits insurers are seeing declining capability maturity across most areas due to rising expectations and flat budgets. Despite this, investment in claims and customer engagement remains strong, with high pilot activity in AI-powered tools like GenAI chatbots and emotional sentiment analysis. Distribution is evolving quickly with improvements in onboarding and book-of-business transparency. Claims modernization focuses on automation and external data use. Overall, AI and digital tools are reshaping customer experiences as insurers strive to meet increasing service expectations.

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