GenAI is evolving at an unparalleled pace in the insurance market. To distinguish hype from the reality for insurers, Celent surveyed insurance executives in roles tied to technology, data, and innovation in our third annual GenAI in insurance survey.

In March of 2025, we asked our participants how their sentiment toward GenAI had changed over the prior year, their state of adoption by area across the insurance value chain, their views of expected impact by use case, and their technology approaches, as well as the key success factors they have identified through their recent experience.

The headline finding of the Celent survey is that, like 2024, the front-runners are in the early majority phase of adoption (in production). Many will move into the late majority phase within a year. This level of tech adoption is exceptional in the annals of insurance.

GenAI Adoption is breaking into the late Majority Phase:

The insurers positive sentiment is likely driven by strong performance improvement expectations. Over half of respondents (61%) have indicated increased productivity or improved efficiency as a positive performance impact.