Yariv Hasar // October 3, 2025 
(Image credit: Shutterstock.)
The North American insurance industry, led by large incumbents in the U.S. and Canada, is undergoing a rapid digital transformation. Underwriting is at the center of this shift, with artificial intelligence (AI), machine learning (ML), and generative AI reshaping how insurers engage customers, assess risk, and grow their business. AI-driven innovation has enabled faster, more accurate, and more personalized underwriting, while marketing and distribution strategies are increasingly integrated with risk models.
Amid rising consumer expectations, regulatory scrutiny, climate volatility, and a flood of