Published Online:April 2026
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR040426
DOI:10.71329/IUPJMR/2026.25.2.69-100
Author Name:Kunal Mitra Mustaphi and Lakshmi K S
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:69-100
This systematic literature review examines the intersection of artificial intelligence (AI) and life insurance adoption among Gen Z, highlighting the impact of personalized digital experiences in shaping consumer behavior. Drawing from 42 studies published between 2015 and 2025, the review synthesizes key trends. The study analyzes how AI tools influence Gen Z’s engagement with life insurance products. Unlike prior studies that focused either on digital finance broadly or AI’s role in insurance narrowly, this study intersects both domains, examining behavioral tendencies, product adoption, trust mechanisms, and market specific patterns. The findings reveal that Gen Z exhibits strong preferences for speed, transparency, and personalization in their interactions with life insurance companies, and also notable gaps where AI drive can positively influence consumer behavior specially in emerging economies like India.
The rapid advancement of artificial intelligence (AI) has fundamentally transformed the financial services landscape, reshaping how products are designed, delivered, and consumed. Within this transformation, the insurance industry—traditionally characterized by actuarial rigidity, information asymmetry, and intermediary-driven distribution—has undergone a significant shift toward data-driven, customer-centric models.