Query and processing times reduced by over 95%, from days to minutes or seconds
The Smart Data projects were among the most profitable initiatives in AXA Switzerlands’s history
Improved damage expense management, pricing structures, and marketing through data-based insights
How does an insurance leader with over 140 years of history prepare for a future defined by artificial intelligence and shifting customer expectations? Since becoming the first subsidiary in the AXA Group to adopt cloud technology fully, AXA Switzerland has transformed from a traditional insurer into a data-driven innovator, leveraging Google Cloud to redefine what's possible in insurance.
How does an insurance leader with over 140 years of history prepare for a future defined by artificial intelligence and shifting customer expectations? Since becoming the first subsidiary in the AXA Group to adopt cloud technology fully, AXA Switzerland has transformed from a traditional insurer into a data-driven innovator, leveraging Google Cloud to redefine what's possible in insurance.
From traditional insurer to digital innovator
AXA Switzerland is the country's leading insurance provider, providing car, liability, health, life insurance, and pension solutions to over 40% of Swiss companies. Yet, in 2021, the organization found itself at a strategic inflection point: to continue with traditional insurance models or to embrace a digital-first future.
"We were transforming our business model from traditional and analog to innovative and digital," recalls Kathrin Braunwarth, who joined AXA Switzerland as Head of DTI (Data, Technology and Innovation) in September 2023. "We had to leverage technology and become truly data-driven."
The company's legacy infrastructure was becoming a barrier to innovation. Complex queries could take an entire weekend, and siloed systems hampered cross-functional insights. Meanwhile, customer expectations continued to evolve, demanding personalized, responsive service across every touchpoint.
We were transforming our business model from traditional and analog to innovative and digital. We had to leverage technology and become truly data-driven.
Kathrin Braunwarth
Head of DTI (Data, Technology and Innovation), AXA Switzerland
"Our data structures were designed for reporting, not real-time decision making," adds Amit Jain, Head of Artificial Intelligence and Data Innovation at AXA Switzerland. "We needed more than a technology refresh—we needed a complete rethink of how data was stored, accessed, and utilized across the organization."
Building a cloud-native analytics foundation
AXA Switzerland's journey with Google Cloud began with a strategic migration to the cloud. After evaluating different providers, the company chose Google Cloud's flexible multi-cloud approach. It enables developers to write cloud-native applications once and run them on-premises, on Google Cloud, or other clouds without requiring infrastructure changes.
"We did a proof of concept to evaluate whether migrating to Google Cloud was the right move for us, and discovered that it gives us a much more scalable, modern technology that helps us be more efficient and even save money," explains Amit.
The company's data transformation happened in distinct phases:
- Cloud Migration and Data Foundation: In 2021, AXA Switzerland migrated its existing data lake to Google Cloud, establishing the foundation for all future innovation and implementing Smart Data use cases.
- Machine Learning and Deep Learning: Building on its unified data foundation, AXA Switzerland began applying advanced analytics to optimize operations, experimenting with voice bots and document analysis.
- Generative AI Exploration (Current): The company is currently integrating generative AI capabilities into its operations while carefully focusing on the responsible use of AI.
Cloud transformation has fundamentally changed how we approach IT. We're no longer just implementing business requirements — we're driving innovation and suggesting new possibilities to the business.
Kathrin Braunwarth
Head of DTI (Data, Technology and Innovation), AXA Switzerland
"With BigQuery, we were finally able to bring all our enterprise information together—CRM, ERP, ecommerce, and operational data—into one system," says Amit. "What once took a weekend now takes seconds or minutes. It's a transformative difference."
The technical architecture now includes:
- BigQuery for data processing and analytics
- Vertex AI for machine learning workflows
- Cloud Run for serverless application deployment
- Diagflow for voice interfaces and chatbots
Kathrin notes how the new infrastructure allows for greater agility: "Cloud transformation has fundamentally changed how we approach IT. We're no longer just implementing business requirements—we're driving innovation and suggesting new possibilities to the business."
Generative AI: An assistant-first approach
As generative AI reshapes industries worldwide, AXA Switzerland adopts a thoughtful approach. Recognizing both the transformative potential and inherent risks of these technologies, the company has developed a comprehensive framework for the responsible deployment of AI.
"We're currently in an exploration phase with generative AI, understanding its potential while being very conscious of the risks," explains Amit. "As a regulated insurer, we had to set some clear ground rules."
We're currently in an exploration phase with generative AI, understanding its potential while being very conscious of the risks. As a regulated insurer, we had to set clear ground rules.
Amit Jain
Head of Artificial Intelligence and Data Innovation, AXA Switzerland
The company's approach prioritizes:
- Assistant systems over direct customer interactions: AI tools augment human employees rather than directly engaging with customers, addressing concerns about hallucinations or inaccuracies.
- Internal framework for AI risk assessment: All AI initiatives undergo a thorough evaluation of ethics and risk.
- Focus on natural language processing: AI systems assist with tasks such as translating and summarizing complex documents, including court rulings and medical records.
"Our human specialists used to spend 25 minutes reading complex medical documents to extract key information," says Amit. "Now AI completes this in seconds with high accuracy, allowing our experts to handle more cases and focus on complex decisions."
The company is also leveraging AI to enhance its ruleset optimization. For example, it is implementing automated triage to determine which claims require expert evaluation. This targeted approach maximizes the economic value of vehicle experts while improving customer service.
Measurable impact across the organization
AXA Switzerland's data-driven transformation is generating significant results across multiple dimensions:
- Operational efficiency: Query and processing times reduced by over 95%, from days to minutes or seconds
- Cost optimization: Smart Data initiatives have generated a high double-digit million Swiss franc profit improvement
- Enhanced decision-making: Improved damage expense management, pricing structures, and marketing through data-based insights
- Innovation acceleration: Over 100 Google Cloud projects are now live in production across all business lines, enabling AXA and its clients to work faster, better, and more cost-effectively along the entire value chain
"Our Smart Data projects were among the most profitable initiatives in AXA Switzerland's history," Gerhard Dolge, Chief Data and AI Officer, AXA Switzerland, notes. "A case in point: by implementing a simple, existing fraud detection ruleset, we uncovered a 120,000 Swiss franc false claim involving intoxicated workers—in its very first week after deployment."
The cultural impact has been equally significant. The company reorganized its IT structure to reflect the cloud-native reality, merging previously separate operations and cloud competence teams. "In the cloud era, maintaining those old divisions simply didn't make sense anymore," explains Gerhard.
This organizational shift represents a broader evolution in the role of IT. "We've moved from being service providers implementing business requirements to innovation partners driving new possibilities," says Gerhard. "The business used to come to IT with requirements. Now IT brings innovations to the business, developing solutions together in innovation sprints."
Our Smart Data projects were among the most profitable initiatives in AXA Switzerland's history. A case in point: by implementing a simple, existing fraud detection ruleset, we uncovered a 120,000 Swiss franc false claim involving intoxicated workers—in its very first week after deployment.
Gerhard Dolge
Chief Data and AI Officer, AXA Switzerland
Looking ahead: The augmented future of insurance
AXA Switzerland now stands at the frontier of what's possible in the insurance industry. Looking ahead, the company is exploring several ambitious directions:
- Voice Bots and Agent Assist: Leveraging AI to support call center agents and claims processing staff
- Multimodal AI: Expanding AI capabilities across text, voice, images, and structured data
- Geospatial Use Cases: Utilizing satellite data for underwriting, claims management, and prevention
- Agentic AI: Exploring autonomous systems for specific insurance workflows
Kathrin emphasizes the profound nature of these changes: "AI is transforming every level of our industry. It's not just about individual use cases but fundamentally rethinking our infrastructure, designing products, and structuring applications."
For customers, these technological innovations translate directly to improved experiences and new types of protection. "We've spent decades trying to get customers to communicate through structured forms and web dialogs so we could automate processes," Kathrin explains. "With natural language processing, that's no longer necessary. We can now interact in natural language while providing highly personalized service."
AI is transforming every level of our industry. It's not just about individual use cases but fundamentally rethinking our infrastructure, designing products, and structuring applications.
Kathrin Braunwarth
Head of DTI (Data, Technology and Innovation), AXA Switzerland
Perhaps most importantly, these technologies enable AXA Switzerland to fulfill its core mission: helping customers navigate an increasingly complex risk landscape.
"In our industry, the best claim is the one that never happens," Kathrin concludes. "By leveraging data and AI, we can better understand risks, prevent damages, and provide more relevant advice. That's what it means to be truly future-focused in insurance."
AXA Switzerland is the country’s leading insurer. Its complete portfolio of solutions benefits both private and corporate customers. These range from personal, property, and liability insurance to customized life insurance and pension fund solutions and bank products offered in collaboration with partners. The company's head office is located in Winterthur.
Industry: Insurance
Location: Switzerland
