Etiqa Insurance Singapore, part of Maybank, has shifted from basic intent-based bots to advanced GenAI systems.
Etiqa Insurance Singapore, part of Maybank, has shifted from basic intent-based bots to advanced GenAI systems. These new systems support real-time, natural language engagement for customers and employees. The company is building two chatbots: one to enhance customer query resolution and another to assist sales advisors with product training and needs analysis.
Previously, Etiqa relied on a RASA chatbot with rigid conversation flows. Though effective for basic queries, it struggled with complex or unexpected questions. The new GenAI models, trained on proprietary knowledge and historical interaction data, enable context-aware and personalized responses. They now autonomously resolve 44% of queries and have increased usage by 1,233%, handling 4,000 monthly threads—dramatically cutting agent workload.
Vision LLMs are being piloted to automate claims documentation review, with expected processing time cuts of up to 50%. Etiqa’s earlier video-assisted claims service, E‑CLEVA, had already reduced vehicle damage assessment time by 80%. These successes laid groundwork for scaling generative AI, helping validate its potential and identify limits of task‑specific tools.
To adopt GenAI widely, Etiqa addressed cultural, structural, and talent challenges. They fostered a “think big, start smart, fail fast, learn fast” culture, upgraded legacy processes gradually, and invested in internal AI training and hiring. Governance frameworks ensure compliance, scalability, and sustainability. Overall, GenAI enhances self-service, boosts staff efficiency, and speeds internal processes. By reducing handoffs and processing times, Etiqa improves both customer outcomes and operational agility—showcasing a pragmatic, enterprise-grade AI transformation.