AI-Driven Personalization and Customer Purchase intentions of Health Insurance in Delhi NCR region

Artificial Intelligence, Health Insurance, Personalization, Customer Behaviour, Purchase Intention, Delhi NCR.

Artificial Intelligence (AI) is a technology that has significantly changed the insurance industry by allowing personalized customer experiences, predictive analytics, and automated decision-making processes. Personalization in the Health Insurance industry by use of AI enables insurance companies to provide customised policy offers, dynamic pricing models, and automated claims services, depending on the profile and behavioural information of their customers. This paper focuses on the importance of AI-based personalization in influencing customers purchasing behaviours towards Health Insurance in the Delhi National Capital Region (Delhi NCR). Based on the Technology Acceptance Model (TAM) and the various theories of trust, the article discusses the correlation between AI personalization and perceived usefulness, perceived ease of use, customer trust, privacy issues, and intention to purchase Health Insurance. The proposed research design is based on a quantitative study based on survey data that was collected with Health Insurance consumers in the Delhi NCR, and the data is to be analysed with Structural Equation Modelling (SEM). The findings indicate that the positive effect of AI-based personalization enhances consumer purchasing intentions through the improvement of perceived utility, development of trust in digital insurance providers, and simplified policy selection processes. But these relationships may be moderated by privacy issues and perceived risks of using the personal data. The paper contributes on the application of AI in the insurance services and provides strategic guidance to insurance companies who want to use AI technologies to enhance customer interaction at the time of Underwriting and Claims. The adoption of AI will ultimately increase insurance penetration in Indian market by providing seamless and integrated insurance offerings enabled with technologies.