Service Efficiency Paradigm Revolution: AI Empowerment for Insurance Marketing Based on 5A Theory Qorus-NTT DATA Innovation in Insurance Awards 2026

Concept and Objectives: This project is a fundamental reconstruction of insurance marketing logic rather than a mere AI tool. We developed a "Three-tier Distributed Intelligent Architecture": Headquarters builds the technical foundation via the MCP to ensure component interoperability; the middle-platform encapsulates insurance expertise into an "Atomized Skill Library"; and regional branches subscribe to these skills via a "Capability Marketplace". The primary objective is the industrial-scale replication of elite expertise across 20+ branches, facilitating a paradigm shift from product-centric "4P Sales" to customer-centric "5A Marketing".

Reasons behind & Context: In the low-margin post-reform era of auto insurance, exploring the 200-billion RMB "Blue Ocean" of personal non-auto insurance is a strategic necessity. However, traditional marketing suffers from blind prospecting and operational opacity. For our 2 million car-owner customers, AI is urgently needed to resolve issues through real-time interaction guidance, ensuring customers understand products and agents deliver effective, compliant pitches.

Sources of inspiration & Departments involved: Inspired by "distributed platform architectures," the project was co-built by HQ Technology, Sales, and Product departments alongside regional branches. HQ acts as the "Capability Factory" while branches serve as "Scenario Integrators," enabling agile streaming analysis of tech capabilities across complex localized markets.

Main results so far: The project covers 20+ provinces. By focusing on the top 15% of high-potential leads identified via streaming intent-tagging, we generated 60% of total growth. The AI Co-pilot improved interaction quality by 17%. With zero-retention compliance protocols ensuring 100% risk coverage, the annualized growth potential is estimated at 1.6-2.0 billion RMB nationwide.