Customer Digital Twin (powered by PersonaX) Qorus-NTT DATA Innovation in Insurance Awards 2026

Problem to solve: Generali’s teams rely on periodic market research to validate messaging and customer needs. This process is slow (weeks), costly (agency spend + internal analysis), and limits testing to only a few concepts per cycle—making continuous validation difficult as customer expectations and competitive messaging change. 

The Customer Digital Twin project was initiated by Generali Switzerland and is conducted under the leadership of HITS, Generali’s Corp-Up Studio (the unit that builds and tests new business solutions together with startups). The initiative is currently in an eight-week pilot phase designed to validate predefined performance indicators before considering expansion beyond Switzerland. 

Objective: Validate whether AI-powered Digital Customer Twins can replicate key market-research findings with measurable reliability, while reducing time-to-insight and cost by enabling on-demand testing of concepts and messaging. 

PersonaX provides an Execution Layer that anchors Customer Centricity in business processes by permanently integrating digital customer and expert twins into decisions and processes. A Digital Twin of a Customer represents a simulated customer target group constructed from internal and external data sources and based on more than 1.750 individual parameters. The system processes structured datasets and generates simulated responses intended to reflect behavioral patterns observed in real customer segments. Each Digital Twin interaction runs up to 1,000 simulation cycles to maintain statistical consistency across outputs. 

An additional internal use case was tested during the pilot through a Generali Expert Twin, an AI model trained on Generali’s brand guidelines as a governance layer to evaluate brand consistency and expert-driven assessments. This AI-based Expert Twin was used to assess the potential of the technology for internal evaluation purposes related to brand consistency. 

The pilot evaluates four dimensions: replication accuracy vs. benchmark studies, time-to-insight reduction, enrichment of customer understanding, and scalability. Results reported here reflect measurements captured during pilot 8 weeks and are being consolidated for the rollout decision. 

Judging criteria mapping: Originality (validated + reproducible Twin incl. Expert Twin governance); Impact (faster cycles, more scenarios, lower cost); Universality (repeatable rollout kit across markets/languages). 
 

Based on this, Generali is considering expanding the solution beyond Marketing. One example under consideration is a Sales training use case, where Sales Agents can pitch products to twin or synthetic customers. The objective is to shorten onboarding for newly hired sales agents.