87

This paper examines the digital transformation of French non-life insurance services, focusing particularly on the impact of artificial intelligence (AI) adoption and insurtech. AI is boosting the productivity of services and reducing costs but also implies strategic, financial and ethical challenges. To analyze the knowledge and practice areas, we mobilize the work of Ivanov and Webster (2019). These authors highlight the various dynamics that crystallize the issues of AI in insurance services. This conceptual framework is based on the insurer organization and identifies the activities that can be outsourced in its value chain and those managed in-house. Other insurers and AI-providing service providers represent the other side of this ecosystem. Our findings reveal that AI and insurtech are driving profound structural changes in the insurance ecosystem. These changes include a shift from ex-post compensation to ex-ante prevention, from segmentation-based to behavioural pricing, and from retrospective to prospective risk management.