Insurance Australia Group Limited (IAG) has entered into a new partnership with Adobe, aiming to further develop its digital customer engagement strategies.
Under this agreement, IAG will implement Adobe Experience Cloud across its suite of retail brands, including NRMA Insurance, to deliver more tailored and data-informed interactions.
Retail Insurance Australia, IAG’s largest business segment, is integral to the company’s broader strategy to expand its customer base and provide more individualised service through digital innovation.
This latest initiative builds upon IAG’s prior investments in Adobe Experience Manager, Adobe Analytics, Adobe Target, and Adobe Express, which have already contributed to the company’s digital infrastructure and content delivery capabilities.
Nandor Locher, executive general manager – digital business at IAG, said the partnership is designed to place customer needs at the forefront of the company’s operations.
“Adobe’s technology will allow us to better anticipate their needs, personalise their experiences, and connect touchpoints across channels, making every interaction simpler and more relevant,” he said.
According to Locher, integrating Adobe’s solutions will allow IAG to consolidate customer data from various systems, enabling proactive engagement based on real-time activity.
“That means pre-filled forms, tailored offers, and streamlined processes that reduce friction and help people get things done. It also enables us to build trust through consistency. Whether it’s a first visit, exploring options, or completing a purchase, we can make the experience simple, seamless, and relevant,” he added.
Katrina Troughton, vice president and managing director for Adobe Australia and New Zealand, said the collaboration demonstrates Adobe’s ongoing commitment to supporting organisations in delivering customer experiences that drive business outcomes.
“By combining Adobe’s AI-powered solutions with IAG’s deep customer focus, we’re enabling a new era of digital engagement – one that’s dynamic, data-driven, and built on trust,” she said.
The IAG-Adobe partnership reflects a broader trend in the insurance sector, where artificial intelligence is increasingly being used to improve operational efficiency and customer service.
Findings from GlobalData’s 2024 Emerging Trends Insurance Consumer Survey indicate that 73.8% of respondents believe AI can reduce the time needed to connect with a customer service representative.
Additionally, 71.5% see potential for AI to enhance operational performance, and 71.2% agree that AI could surpass humans in pattern recognition.
Among those who have interacted with insurance chatbots, 74.5% expressed satisfaction with the experience.
Australian insurers are also expanding their use of generative AI in claims management. A recent whitepaper from Gallagher Bassett, titled “Carrier Perspective: 2025 Claims Insights,” reported that 88% of Australian insurers have now incorporated generative AI into some aspect of their claims processes, marking a 38 percentage point increase from the previous year.
The technology is being applied to areas such as claims intake, fraud detection, and customer communications.
John White, head of sales and client services – general insurance at Gallagher Bassett, said the adoption of AI aligns with insurers’ efforts to streamline claims and minimise delays.
“More organisations are adopting generative AI to enhance the claims lifecycle, including at intake, triage, fraud detection, and customer communication,” he said.
The whitepaper also found that 64% of Australian insurers identified improved decision-making through data analytics as a key benefit of AI, while 62% are using predictive tools to address fraudulent claims, compared to 58% globally.
A report from the Capgemini Research Institute projects that agentic AI could generate up to US$450 billion in economic value by 2028.
The report indicates that 20% of insurance companies are experimenting with AI agent applications, with 12% having implemented the technology to some extent. Despite this, only 4% of insurance organisations reported complete trust in AI agents.
As digital transformation accelerates in the insurance sector, partnerships such as the one between IAG and Adobe highlight the industry’s ongoing focus on leveraging advanced technology and data to improve customer engagement and operational processes.
