TLDR: Manulife’s Matt Gabriel, head of group functions AI and global AI model validation, states that personalization will be the defining factor for success in the evolving landscape of AI-driven insurance. The company is shifting towards more customized customer engagement through digital tools and AI insights, with a significant focus on Asia and plans for global integration.
In the rapidly evolving world of artificial intelligence within the insurance sector, Manulife executive Matt Gabriel asserts that personalization will be the ‘king’ and a crucial differentiator for industry leaders. Gabriel, who holds the dual roles of head of group functions AI and head of global AI model validation at Manulife, emphasized that the company’s AI strategy has progressed from initial experimentation to a large-scale transformation, with personalization now at its core.
“Personalization is the king,” Gabriel stated in an interview with Insurance Business. He elaborated, “We’re going to see a lot more personalization happening – whether that’s in the experiences people see, the way we communicate with customers, or the way we meet them where they are.” This strategic pivot is enabled by Manulife’s expanding digital capabilities and the sophisticated application of AI insights, allowing a shift from reactive customer service to proactive, tailored engagement.
According to Gabriel, the focus spans marketing and post-sale interactions, aiming to discern each customer’s unique context and intent to deliver highly relevant communications. “Whether that’s in the purchase process or the customer service realm, the growth of our digital capabilities – along with AI backing those up – will allow us to offer this personalized path,” he explained, adding that “Marketing will become much more personalized on a number of different fronts.”
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This personalization-centric approach is already being implemented across Manulife’s global markets, with notable progress in Asia. Here, the company has deployed AI-powered tools designed to assist sales teams in crafting targeted messages for individual customers. This system, initially showcased during an Investor Day presentation, has since been rolled out beyond Asia and is slated for global integration within the next year. Manulife’s commitment to AI is not new; its dedicated AI teams were established nearly a decade ago, as early as 2015, to explore machine learning applications in areas such as underwriting and compliance.
