Who Will Own the Customer? AI and the Future of Insurance | Marc Wilson, Global Advisors

Marc Wilson, Managing Partner at Global Advisors, took a broader view, examining how AI is reshaping the structure of the industry itself.
His central argument was stark: insurance is not undergoing a technology upgrade. It is experiencing a redistribution of value, trust, and control.

He identified three key shifts:
1. Value creation is being redefined
As AI becomes widely accessible, traditional advantages based on data and expertise begin to erode. Customers, particularly commercial clients, can now analyse policies, compare pricing, and challenge decisions using their own AI tools.

The implication is clear: value moves to those who can structure and apply intelligence, not merely hold it.

2. Client ownership is up for grabs
The emergence of AI-enabled customers introduces a new competitive dynamic. Digital agents may increasingly mediate the relationship between insurer and client, raising the risk that insurers become commoditised providers of capacity.

At the same time, this creates opportunity. Intermediaries who evolve into intelligence partners, leveraging AI to enhance advice, can strengthen their position in the value chain.

3. Trust becomes a design principle
As AI takes on a greater role in decision-making, transparency and auditability become critical. Insurers must be able to explain how decisions are made, what data is used, and whether outcomes can be trusted. In a regulated environment, this is not optional, it is foundational.

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