Most conversations about AI in property and casualty insurance start with the same promise: “faster, cheaper, smarter.” But in practice, the real question is where AI is being used.
Is it just doing the same work a little quicker… or is it changing the way underwriting, claims, and loss control actually run?
One of the cleanest ways to explain that difference is to borrow a framework from education technology: the SAMR model—Substitution, Augmentation, Modification, Redefinition—originally articulated by Ruben Puentedura. In SAMR, the first two levels are typically “enhancement” and the latter two are “transformation,” because they represent meaningful redesign (or reinvention) of the work itself.
In this post, I’ll map SAMR to the kinds of operational and strategic value AI can create across P&C insurance services (intake, underwriting, claims, fraud, and risk/loss services), staying away from customer chatbots and focusing instead on business process change that actually moves KPIs. Along the way, I’ll flag where AI and Insurance leaders tend to underestimate the “operating model” work required to reach the top of the SAMR ladder.
Continue reading “Beyond Automation: Using SAMR to Explain AI Value in Property & Casualty Insurance Services”