With a single product being sold through multiple channels, the imperative was to create a multichannel sales architecture that enables each channel to source the policy through its own method. The result was IPDS V2, a cloud-based, mobile-compatible platform that integrates seamlessly with core systems, supports underwriter workflows, and strengthens operational controls. Together, these capabilities have positioned self-service as a profit engine for Tata AIG. “More than 90% of all customer needs can now be handled by customers themselves,” says Mr Badrinath.

Automated digital journeys reduce operational costs by lowering call volumes, minimising manual processing, and enabling leaner support teams, while faster, seamless service delivery boosts customer satisfaction. Digital workflows also reduce errors and delays — saving both time and money — and scalable automation allows Tata AIG to handle high service volumes without increasing manpower.

AI, at pace

Today’s customers want it all: instant answers, personalised touches, and consistency across platforms — raising the bar for speed. With 92% of respondents demanding rapid responses to questions and problems, according to ‘Stop Wasting Your Customers’ Time by Cm.com, the company has strengthened the customer experience by embedding digital innovation across its extensive ecosystem — from underwriting and policy issuance to renewals and claim settlements. It has developed Inspectify, an AI-guided vehicle inspection app that delivers fast, accurate, and seamless pre-policy vehicle assessments for motor insurance directly from a smartphone. “It takes less than 5 minutes,” says Mr Badrinath.

AI is also reshaping Tata AIG’s group health business, where it is developing a fully GenAI-driven rating engine to navigate complexity in group pricing. “Our target is to be able to serve the quote requested by a large corporate within         24 hours,” says Mr Badrinath. “We are testing it at this point in time.” Speed is equally central to the work of its risk engineering team, which delivers detailed inspection reports in a flash. “A thing that used to take five days happens in a matter of two hours,” he adds.

Cloud-first, customer-first

The company stores claim-related data on the cloud for real-time evaluation and processing, enabling customers to initiate and track claims online, upload documents instantly, and monitor status updates — streamlining assessment and settlement. “We are the first across the industry to create a micro services claims architecture,” says Mr Badrinath. “Everything happens on cloud ... our turnaround time for a new product is better; our processing time for every claim is lesser; our intelligence, optical character recognition, GenAI capabilities — which are plugged into the claims process — are seamless; and our journeys and workflows are very well defined.”

Machine learning algorithms enable faster and more accurate risk assessment and premium determination, streamlining policy issuance. Meanwhile, AI-powered virtual assistants deliver instant, 24/7 support — answering queries, sharing policy details, and updating claim status in seconds, eliminating call-centre wait times. This enhanced technology-driven efficiency now allows Tata AIG to issue a policy every 1.1 seconds, with 99% of policies issued and claims processed digitally, of which 82% are self-served.   

Decoding customer needs

By deploying AI, GenAI, and advanced analytics, Tata AIG is refining how data is gathered, interpreted, and acted upon to better understand customer preferences and offer personalised services. It has built a Customer Data Mart on its state-of-the-art data lake system called Data Bricks. “Every interaction that the customer has had with Tata AIG is a part of the Customer Data Mart,” says Mr Badrinath. “This includes sentiment analysis — the last interaction of the customer through the call centre channel, which is visible on the agent’s CRM. Was the customer satisfied, dissatisfied or neutral? These are the three sentiments that we maintain.” By acting on emotional feedback rather than just transactional data, Tata AIG has created experiences that feel empathetic and responsive — key drivers of long-term trust.

Each customer has a golden ID, which is maintained throughout every stage of their life cycle — for issuing further policies, processing claims, etc. Mr Badrinath adds, “This again goes back to the renewal propensity model of the customer. We don’t call a customer who is more susceptible to claim to renew their policy.” 

Built for resilience

To ensure reliability across its digital ecosystem, Tata AIG has strengthened its technology backbone through robust monitoring and enterprise-grade security practices. “We use Dynatrace, an advanced AI-powered observability platform, to monitor complex cloud environments,” says Mr Badrinath. “This includes all our top 20 Tier-1 critical market-facing applications, which are impactful largely for the organisation and the customer.” This minimises service disruptions and ensures customers receive a seamless digital experience. 

Tech for inclusion

With a strong digital foundation in place, Tata AIG now aims to extend its technology-led transformation to underserved markets. “We have created a department called HOM — High Opportunity Market — that works in Tier-2 and Tier-3 cities and villages,” says Mr Badrinath. “We want to take our policies to those areas where there is lack of education about insurance.” Together, these efforts signal Tata AIG’s commitment to an AI-driven future — one where intelligent, inclusive, and scalable digital solutions can reach even the most remote households. 

Frictionless service app

With more than 65 products, the Tata AIG Insurance App acts as a central hub for all insurance needs, embedding self-service functionality at every step of the customer journey. The company’s intuitive policy management system enables customers to buy, manage and renew policies, make instant changes, complete renewals, and store all policy documents for offline reference in a single app across multiple devices.

Real‑time, self‑service: Customers can file and track claims digitally in real time, with minimal paperwork; upload documents instantly; access 7,500+ network garages/ 12,000+ cashless network hospitals.

Value‑added services: The app also offers a guided self‑inspection for vehicle damages; Pay‑As‑You‑Drive, where customers can pay insurance premiums based on their driving habits and mileage; tele‑consultations; wellness tracking and more.

Always‑on support: Customers also have access to 24/7 chat and phone assistance, alerts, reminders, and secure payments.