Deepa Ittimani Tholath

AI technology integration into the Indian insurance industry promises many benefits, but its acceptance among older adults remains a challenge. Previous studies have paid insufficient attention to older adults’ unique needs and concerns in the context of AI-driven insurance service acceptance in India. The purpose of the study is to evaluate the acceptance of AI-powered digital insurance services among older adults in Kerala, India, from the perspective of customer satisfaction. This exploratory study employed the insights of the Technology Acceptance Model (TAM), the Information System Continuance Model (ISCM), and the Customer Satisfaction (C-SAT) method. Data were collected by conducting interviews in September 2024 with 20 older adults using AI-powered insurance services. Findings indicate a positive trend in adopting digital insurance services among older adults. However, the mean C-SAT scores for Perceived Usefulness and Perceived Ease of Use were 58% and 56%, respectively. Customer satisfaction scores for chatbot services and automated claims processing stood at 55% and 50%, respectively. These calculated scores are below the American Customer Satisfaction Index (ACSI) benchmark of 77.9% for Q2 2024. The participants of the study also expressed concerns regarding the use of AI-powered digital insurance services, citing inadequate user training facilities, fears of financial loss, privacy issues, and security and safety concerns. These results suggest the need for enhancements in AI interface design, user training, and customer support to better meet the unique needs and concerns of older adults and improve overall satisfaction.