Marketing better keep up with disruptive technology, warns Direct Line

There is increasing speculation that customer service and possibly whole marketing functions could be replaced with bots. Artificial intelligence is already used in the insurance quotation process to assist consumers in tailoring their policy. On top of that, blockchain (essentially a tamper-proof way to store and share personal data) could fundamentally change how customer relationships are managed. For example, imagine if a lifetime of driving data was held as a blockchain to demonstrate a driver's risk, superseding the quotation process altogether: it could help beat fraud and change the face of the insurance industry. It is obvious to see how bots and AI could make life much easier for consumers by eliminating the mundane and facilitating enjoyment and fulfilment.