Generative AI (Gen AI) has the potential to significantly transform how customers interact with insurers throughout their entire journey – from researching products and selecting policies to filing claims and managing coverage. This report explores two angles: Gen AI’s impact on the insurance customer journey, based on a survey, and the implications for insurers’ business strategies. Drawing on a customer survey conducted in the six largest insurance markets (China, France, Germany, Japan, the UK, and the US), the findings reveal that insurance customer attitudes towards Gen AI tools are generally positive, particularly in China and the US, where usage is more advanced. The survey identifies four customer priorities when it comes to the use of Gen AI in the provision of insurance services: the so-called ‘human touch’ when needed, data privacy and security, accuracy of information, and transparency.