TopGPT Qorus-NTT DATA Innovation in Insurance Awards 2025 - Winner

In March 2024, Topdanmark launched TopGPT — the first customer-facing generative AI chatbot in the European insurance sector. Tailored to each customer’s insurance terms, TopGPT delivers personalized interactions around the clock, driving a sharp increase in customer engagement and a tenfold rise in positive reviews over the traditional rule-based chatbot previously in use.

As one of Denmark’s leading insurance companies, Topdanmark saw an opportunity to revolutionize customer interactions with generative AI, offering accurate and personalized responses while giving customers a clear overview of their insurance portfolios. With the emergence of generative AI, Topdanmark quickly leveraged many years of experience working with machine learning and robotics to bridge the gap to the customer, creating a solution that made a real impact at the customer-engagement level while offering 24/7/365 availability that was not possible during standard working hours.

Topdanmark assembled all key stakeholders, from support functions to business and IT, and established an AI Advisory Board and AI Steering Group with a clear purpose: do not "wait and see" what happens with this technology, but adopt a frontrunner position and make AI a competitive advantage.

The first prototype of TopGPT was restricted to only answering insurance-related questions, which quickly called for a new paradigm in how we think of chatbots. For it to truly become a digital assistant, it needs to understand the world around it and engage in meaningful conversations with customers. This led to the introduction of the mixed-model architecture, which means that TopGPT seamlessly switches between various models depending on the subject of the conversation.

Fast-forward eight months, TopGPT has handled more than 150,000 questions from customers, with an accuracy rate that beats all benchmarks, including analog customer service channels, and frees up time for agents to spend on complex insurance cases. But it does not stop here. TopGPT has become the de facto lighthouse case for successful AI implementation in Denmark, showcasing the potentials, pitfalls, and management dilemmas to private and public sector peers to spur further innovation in society and pave the way for Denmark to take the lead on AI in the region.