AXA GBS CEO on how AI, data analytics is driving digital transformation in insurance

AXA Global Business Services (AXA GBS), a subsidiary of France-headquartered multinational insurance firm, AXA Group, is increasingly leveraging local expertise in artificial intelligence (AI), data science and technology to support AXA’s global growth. In an interview with TechCircle, Michele Rochefort, CEO of AXA GBS, discusses how the company is tapping into India’s technical talent to meet strategic objectives, the role of automation and AI in reshaping business operations, and enhancing customer experience. Edited excerpts.

Can you provide a brief overview of your company and its key functions within the AXA group? 

AXA is a leading global insurance and financial services provider, employing 145,000 people in 51 countries and serving nearly 100 million clients. It is the largest commercial insurer worldwide and the second-largest in Europe. AXA BGS, a wholly-owned subsidiary, serves 35 AXA entities globally. Founded over 25 years ago as a business process outsourcing provider focused on insurance and finance, AXA BGS has recently transformed its services to include technology, data, AI, automation, security, and consulting. The goal is to increase the share of these services from 20% to 60% by 2029, aligning with AXA Group's "Unlock the Future" initiative, which prioritizes data as a key competency in insurance. AXA BGS in India plays a crucial role in supporting this strategy.

How does India fit into your global strategy, and why is it an important location? 
India has long been a key hub for skilled talent. With over 25 years of presence in the country, we are among the earliest players to establish a strong foundation there. Today, the engineering capabilities emerging from India's top universities provide us with a valuable pool of talent. 
While efficiency and cost savings have traditionally driven investment in India, our approach has shifted. We're now focused on leveraging India's deep technical capabilities to meet our strategic goals, particularly in data science and engineering. For us, India remains essential to advancing our ambitions. 

You recently opened an office in Pune. What are the main goals of this expansion? 
We are committed to supporting our team of 4,500 employees and plan to expand by 1,500 additional roles as part of our strategic growth, with a focus on high-value areas. To attract, retain, and support this talent, we recognize the need for modern facilities that foster collaboration and innovation. Our hybrid work model includes two in-office days and three remote days each week. To make office days meaningful and productive, we’re investing in spaces that encourage team members to engage, collaborate, and drive value for the organization. 
Pune is a key part of this plan, and we will later expand these facility upgrades to Bangalore. Despite the shift towards virtual work, we believe that physical spaces still play a crucial role in building connections and fostering a productive environment. 
 
What are your growth plans for India over the next 5 years? 
At AXA Global Business Services, we anticipate a shift toward roles that emphasize high-value skills and advanced capabilities. By 2026, our strategic plan projects adding 1,500 new roles focused on these areas. This shift aligns with our evolving portfolio, moving from a traditional BPO focus to a strategy centred on technology and data. As a result, the composition of our workforce will adapt to meet these new demands, reflecting our commitment to growth in higher-value functions. 

How does AXA GBS align its enterprise technology strategy with the broader digital transformation goals of the group? 
There are two main parts to this approach, first, in terms of BPO (Business Process Outsourcing) operations, we manage core processes in insurance and other operations for AXA Group. Our goal is to digitalize 30% of these processes by 2029, which will impact many transactional roles. A newly established automation team is focused on using industrial automation to streamline and digitalize long-standing processes. As roles evolve, employees are being reskilled in both their current fields and in new technical domains. 
Second, we’re co-developing technology capabilities with AXA entities in key areas, including AI. Our Data Analytics and AI (DAS) division collaborates with AXA Group to drive innovations like AI operations management. Together, we focus on advancing AI applications and implementing emerging technologies. We also follow group-level guidelines and work closely with our entities to deliver tailored solutions that address the specific needs of their markets. 

How is your organization using advanced data analytics, machine learning, or AI to improve decision-making across operations? 
AXA GBS uses data to improve internal processes and to support our entities in making data more accessible and useful for their operations. We conduct hackathons and other initiatives where our GBS teams develop AI-based applications aimed at enhancing HR, risk management, and other key processes across our portfolio. Many of these projects leverage large language models, which have proven effective in improving efficiency and aligning with our operating model. 
In addition, our teams collaborate with AXA Group's global data team, to build data mesh architectures and data product frameworks that support AXA’s broader data strategy. This partnership reinforces AXA's overall approach to technology and data management across the organization. 

How do you see AI reshaping your business operations and improving customer experience and other areas? 
Our customer base is diverse, focusing on AXA entities across various countries, such as AXA France, Germany, Belgium, Italy, and Spain. We leverage data and AI to optimize processes for these entities, enhancing contracting, data management, and internal operations for better collaboration. Additionally, we use AI to improve services for AXA Group's 94 million end customers. Each AXA entity, like AXA Switzerland, implements specific initiatives, such as using AI tools for claims processing, supported by AXA Global Business Services for centralized resources and expertise.
We are also simplifying complex insurance processes, particularly claims with AI. One application is in document processing, where we clarify terms for customers and support teams. Our secure ChatGPT platform provides an intuitive interface for quick responses to policy inquiries, enhancing customer experience through both call centres and self-service options. 
Further, we’re using AI to improve actuarial models, particularly in risk assessment. AI helps us analyze and connect large datasets more efficiently, reducing the need for traditional modelling methods. Beyond these examples, we currently have 57 AI-driven use cases in progress across the organization. 

What do you see as the future of technology in the insurance industry, and how is your company preparing for these changes? 
At AXA GBS, our role is to support our entities in advancing their own strategies. Traditionally, insurance companies have used data to assess and calculate risk. Our focus is now on making data more accessible and usable across AXA by leveraging technologies like Databricks and data mesh. This is a core part of our strategic plan, and AXA Global Business Services plays a key role in supporting it. 
Another critical area for us is expanding our ability to "insure the uninsurable." This involves advancing our data capabilities and refining our actuarial models to improve our understanding of complex risks. By enhancing these models, we aim to underwrite risks that have previously been excluded or challenging to insure. AXA has a dedicated team working on this, aiming to unlock new possibilities for coverage through a deep application of data, benefiting communities and industries globally.