AI in Insurance: Behind-the-Scenes Efficiency
Marcos Vinicius Pereira explains how Newe Seguros uses artificial intelligence in internal workflows without dehumanizing customer relationships.
On Marketing - The Podcast, Marcos Vinicius Pereira detailed the artificial intelligence strategy at Newe Seguros. The technology powers back-end workflows across credit analysis, claims adjustment, and triage, keeping customer interactions distinctly human.
Marcos Vinicius Pereira, Chief Commercial, Marketing, and Customer Service Officer at Newe Seguros, spoke with Bruno Gimenes on Marketing - The Podcast about the role of artificial intelligence in insurance operations and service delivery.
For Pereira, adopting technological tools requires a clear purpose to support company workflows without becoming the ultimate goal of the operation. "A phrase I often use and repeat constantly is that technology, in general for us, must be a means and not an end," he stated.
Back-End Automation and Data Analysis
Within Newe Seguros' structure, AI is applied directly to internal workflows to deliver speed and precision when processing complex data. One of its primary use cases is corporate credit analysis, where the tool reviews extensive documents and flags critical indicators for the technical team.
"AI helps me with credit analysis, for instance; I gain the speed to read and transcribe an entire multi-page audited financial statement. I have to review the balance sheets of a company's last three fiscal years, and an audited balance sheet can be 20 to 30 pages," Pereira explained. "So AI helps highlight the most relevant points."
The technology also handles triage and customer service organization, centralizing requests coming from multiple channels—such as policy endorsement requests, claims notices, complaints, and product onboarding. AI categorizes the information and routes it to the designated teams, while also assisting in claims adjustment and communication performance analysis.
Preserving the Human Touch in Customer Service
Although the insurer's technology roadmap is expanding, Pereira advocates keeping automation behind the scenes, avoiding robotic interfaces in direct interactions with clients and partners.
"One thing we emphasize is that this shouldn't be our front end; it must be our back end. It needs to work intensively here so we can be efficient, fast, and accurate, but we want the forefront of everything to be driven by human relationships," Pereira pointed out. "We don't want to dehumanize our processes and interactions. For me, that's essential in service delivery."
In the video above, Pereira and Bruno discuss the importance of trust in commercial relationships and how consumer profiles reinforce the need for personalized service, while artificial intelligence anchors the company's operational efficiency.