 Integrating AI to Improve Customer Experience and Marketing in Zambia’s Insurance Sector: A Case Study of Selected Insurance FirmsOscar Mulungu and
Austin Mwange
African Journal of Commercial Studies, 2026, vol. 7, issue 2 Abstract: The rapid evolution of digital technologies has significantly transformed service delivery and customer engagement in the global insurance industry, with Artificial Intelligence (AI) playing a central role in enhancing operational efficiency, personalizing customer interactions, and improving marketing strategies. However, the adoption and impact of AI in Zambia’s insurance sector remain limited and underexplored. This study investigates the integration of AI to improve customer experience and marketing effectiveness in selected insurance firms in Zambia using a mixed-methods approach. Quantitative data from 100 respondents revealed that 63% reported some use of AI systems, while only 31% confirmed the presence of AI chatbots. Mean scores for AI usage and marketing effectiveness were 3.21 and 3.22 respectively, with a moderate positive correlation (r = 0.566, p Keywords: Artificial Intelligence; Insurance; Customer Experience; Marketing Strategies; Zambia (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-65 Access Statistics for this article More articles in African Journal of Commercial Studies from African Journal of Commercial Studies |
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