HUK-COBURG: The Implementation of an AI-Enabled Behavioural Insurance Business Model using Geo-Spatial Data

Abstract

Automotive insurance is undergoing digital transformation that exploits new forms of big data and Artificial Intelligence (AI) systems. Geo-spatial data from GPS and telematics systems enables innovative risk modelling to evaluate driver behaviour and leads to the creation of new insurance services and novel insurance business models. A research framework is proposed to analyse AI-enabled business models and applied to a detailed case analysis of behavioural insurance in HUK-COBURG. The results illustrate the application of geo-spatial data in an insurance context and demonstrate the utility of the research framework to analyse new AI-enabled business models. The analysis identifies important implementation issues and shows that the strategic logic, regulatory and ethical context are important elements of business models. The empirical analysis reveals the strategic properties and effects of the data flywheel concept, which has general applicability. The theory framework and empirical results have important implications for other markets and theoretical contexts.