Executives at global insurer AXA have described artificial intelligence (AI) as a historic opportunity to transform the insurance business, serving as a major lever for better risk pricing, improved service quality, and enhanced customer experience.
During AXA’s Full Year 2025 earnings call, Group Chief Executive Officer Thomas Buberl said one of the company’s main priorities is to transform AI into a major lever, not only in terms of efficiency, but also for better customer experience.
Buberl said, “Our strategy when it comes to artificial intelligence, we are convinced that it will transform the insurance business for the benefit of our customers, and will allow us to capture new opportunities.
“Thanks to AI, we are moving forward the major levers of insurance for better risk pricing, better service quality, and better customer experience, speeding up technological developments for our coders to bring on board our people.”
He explained that AXA is currently investing heavily in its employees’ training, recognising that the company’s success depends on them embracing its strategy and utilising these new, advanced tools.
Building on Buberl’s remarks, Guillaume Borie, CEO of AXA France, emphasised AXA’s “historic opportunity” to utilise AI solutions to generate additional efficiency gains in a group which he describes as already extremely efficient.
Borie stated, “For us, we see AI as a unique opportunity to rethink the way we operate with our customers, and we believe we have unique assets to successfully pull off this major change and transformation.
“The first asset is the robustness and quality of our distribution channels, which will remain a key pillar for us, and which now, on the back of AI, will have the opportunity to be more efficient, more productive, and to focus more on what they do best, i.e., being on the front line with their customers.”
He provided an example of the deployment of AXA’s chatbot in France, which is being used daily by its agents and their teams, allowing them to better support and service their clients when they come to them for advice on an insurance-related product.
Borie highlighted that AXA’s scaling-up momentum and its ability to meaningfully invest in AI is a second competitive advantage the company has to successfully drive this transformation.
“We have pockets deep enough to massively invest to use agentic AI to scale it up across the group and to generate concrete efficiencies,” he said.
Borie added that AXA’s ability to attract top talent will be crucial to the company’s AI ambitions.
“To win this technology battle, we have a very attractive brand. This is key, of course, because in this transformational change, our capacity to attract the best talent will be a critical success factor.
“In the last few months, we’ve recruited more than 900 data scientists as well as data engineers, and today, they are working across the world to improve our data models and to develop AI solutions, services and applications which are gradually being used by all of our experts. So, to succeed in AI, the first thing you need is fundamental technical and technological knowledge and skills, because machines don’t learn by themselves. We have thousands of experts who are specialists in their field, who know the ins and outs and the rules we apply day in day out are a key asset to move faster and to pioneer the way in this transformational change,” Borie concluded.
The recent earnings call follows AXA posting strong financial results for full year 2025, with AXA XL Reinsurance reporting on a comparable basis an 8% year-on-year increase in gross written premiums and other revenues to €2.6 billion.
