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Integrating AI to Improve Customer Experience and Marketing in Zambia’s Insurance Sector: A Case Study of Selected Insurance Firms

Author

Listed:
  • Mulungu, Oscar

    (University of Zambia)

  • Mwange, Austin

    (Graduate School of Business, University of Zambia)

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

Suggested Citation

  • Mulungu, Oscar & Mwange, Austin, 2026. "Integrating AI to Improve Customer Experience and Marketing in Zambia’s Insurance Sector: A Case Study of Selected Insurance Firms," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(2).
    • Handle: RePEc:cwk:ajocsk:2026-65
    DOI: 10.59413/ajocs/v7.i2.46
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    Keywords

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    JEL classification:

    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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