Supervisor

Martha Gilheaney

Programme

MA in International Business

Keywords

Irish insurance sector, artificial intelligence adoption, customer relationship management.

Abstract

This study explores the growing importance of customer satisfaction within the Irish insurance sector, a highly competitive and evolving market. Traditionally, insurers relied on personal relationships and competitive pricing to retain customers; however, modern consumers increasingly demand fast, personalised services tailored to their individual needs. In response, artificial intelligence (AI), particularly when integrated with customer relationship management (CRM) systems, has emerged as a transformative solution. Tools such as AI-powered CRM platforms enable insurers to utilise predictive analytics, generate customer insights, and enhance service delivery, thereby improving customer retention. Despite these benefits, the adoption of such technologies presents significant challenges for Irish insurers, including legacy systems, regulatory constraints, employee resistance to change, and high implementation costs. Furthermore, the diverse structure of the Irish insurance market—comprising domestic firms, regional players, and multinational corporations—adds complexity to the adoption process. The study highlights the opportunities and barriers associated with AI-driven transformation, emphasising the need for careful strategic planning in implementing these technologies.

Date of Award

2025

Full Publication Date

2025

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.130

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Included in

Business Commons

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