BGL Group: Artificial Intelligence (AI) Strategy

26 Pages Posted: 10 May 2021

Date Written: May 7, 2021


This research presents a detailed case analysis of BGL Group, a leading, international, distributor of insurance and household financial services. The AI strategy is described by analysing and evaluating a set of AI applications covering a variety of business areas: 1. Machine learning for pricing; 2. Chatbot AI technology to improve the customer experience in e-service; 3. Customer experience design thinking and a/b testing in new product development; 4. Voice recognition and Natural Language Processing (NLP) in call centre operations; 5. AI techniques for market segmentation. Each application is described in detail, and the concept of value creation in service markets is illustrated using data flow diagrams of customer interactions for different stages of the customer journey. A benefits matrix model is proposed that captures the principal AI benefits to both the supplier and the customer. The case discussion uses a new model, an AI systems map, to describe and explain the overall landscape of current AI applications, traditional Management Information Systems (MIS) and possible future application areas based on broad AI strategies and cognitive AI/thinking machines. Some concluding remarks are made on the importance of a digital first culture, up-to-date digital infrastructure and technology partnerships for successful implementation of AI systems, the crucial role of big data in AI strategies, and the growing importance of AI ethics in business applications. Finally, some propositions are offered regarding the future direction of AI in insurance markets.

Keywords: Insurance, Artificial Intelligence, price comparison, insurance distribution, innovation, case study, thinking machines

JEL Classification: D22, G22, M14, M15, M31

Suggested Citation

Holland, Christopher P., BGL Group: Artificial Intelligence (AI) Strategy (May 7, 2021). Available at SSRN: or

Christopher P. Holland (Contact Author)

Loughborough University ( email )

Epinal Way
Leics LE11 3TU
United Kingdom

HOME PAGE: http://

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
PlumX Metrics