SK AX announced the successful completion of the 'Phase 1 of the AX Platform for Customers and the Customer Channel AX Platform Construction Project,' in collaboration with AXA General Insurance, on October 21.
This project marks a crucial starting point for building an AX platform aimed at providing customers with fast and accurate claim experiences, focusing on innovative insurance services powered by AI technology. SK AX has laid the foundation for accelerating digital transformation across the entire insurance process, while AXA General Insurance plans to expand the AX platform to encompass products, customers, contracts, sales channels, and partners in the future.
A key achievement of the project is the automation of the claims service process. The entire procedure—from accident reporting, task assignment, data entry, investigation, to payout—has been reconstructed within the AX system. Notably, during the reporting phase, customer contract details and coverage information are automatically retrieved and processed. Claim documents are digitally inputted using AI-based Optical Character Recognition (OCR) technology.
The claim calculation process has also been advanced. The system automatically applies policy terms and rules to implement a fourth-generation claims calculation process, significantly improving speed and accuracy. This allows customers to enjoy faster, more convenient reimbursement services, while insurers benefit from increased operational efficiency.
At the customer touchpoints, service convenience has been greatly enhanced. An optimized customer channel AX platform is now available on both mobile and PC, allowing users to receive personalized product recommendations based on their coverage status and similar customer data. Additionally, procedures such as third-party claims, partner claims, and cashless claims are streamlined, making them easily accessible in a contactless environment. The interface can also be personalized according to user preferences, further improving user experience.
Moreover, real-time data analytics capabilities have been strengthened to deliver tailored customer services. By analyzing customer interaction patterns, the platform can track key metrics such as policy conversion rates, churn rates, and retention rates, enabling the development of optimized marketing strategies. The content management system also allows for quick updates of new product information, ensuring customers always have access to the latest services.
This digital transformation extends beyond system implementation—it serves as a foundation for building ongoing customer relationships. To ensure stable and scalable operation, SK AX adopted a cloud-native infrastructure, leveraging open-source technologies, dual infrastructure resources, and disaster recovery systems to enhance system reliability.
Lee Baek-heum, Head of the Digital Services Division 2 at SK AX, stated, “AXA General Insurance has led innovation in the Korean insurance market under the vision of ‘being a life partner for our customers,’” and added, “Together with AXA, SK AX will further develop customer-centric insurance services and lead digital innovation in the insurance industry.”
