In the third quarter of 2025, artificial intelligence (AI) technologies are maturing rapidly as the functionality of models improves – enabling companies to process documents in seconds – but those following the developments say there are AI-driven behavioural changes creating disruption for insurers. Alongside this, global investment continues, however, fuelling the next wave of AI growth.
“This quarter’s highlights fall into three major categories: functionality improvements, online platform disruption and global investment trends,” say authors of the third quarter report, GenAI in Insurance Update: Q3 2025 from the Reinsurance Group of America (RGA).
The biggest technical stride, they say, is in the amount of information that generative AI systems can handle at once. “AI can now analyze policy documents, contracts, or compliance manuals without splitting them into smaller pieces,” they write. “Another area of progress is multimodal AI,” where programs can understand text, images, audio and video in a single workflow.
AI agents also became more autonomous, sending calendar invites and carrying out complex workflows with minimal oversight. “These agent-like behaviours hint at a future where AI can act as a true co-worker, with major implications for claims automation, data validation and knowledge management within insurance.”
Finally, they warn that AI overlays from Google, while they may bring convenience for users, represent a notable disruptive shift, particularly for companies relying on organic web traffic. (Fewer users are clicking through to the original websites.) “That includes educational content, product pages and comparison tools commonly used in the insurance sector,” they write.
“The technology is rapidly maturing. At the same time, changing digital behaviours, driven by tools like AI overviews and regional investments are reshaping how insurers must think about visibility, talent and market strategy.”
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