Strategies for exploring ai-driven business intelligence in the Malaysian insurance industry

Integrating Artificial Intelligence (AI) with Business Intelligence (BI) systems represents a strategic shift in the insurance industry, promising enhanced operational efficiency, strategic decision-making, and improved customer experiences. This transition has been gradual in the Malaysian insurance sector, hampered by challenges such as organizational resistance, skill shortages, regulatory complexities, and financial constraints. This study investigates the key strategies of AI-driven BI systems in the Malaysian insurance industry, aiming to bridge the gap between technological potential and practical application. Employing an integrated framework combining the Technology-Organization-Environment (TOE) model and Resource-Based View (RBV), the research examines external pressures and internal capabilities that influence strategic AI adoption. A qualitative case study approach was used to explore the phenomenon, featuring in-depth interviews with technical experts, middle management, and senior leaders from key industry players. Thematic analysis of the data identified critical barriers and enablers alongside strategic interventions that facilitate successful AI implementation. The findings provide a nuanced understanding of how Malaysian insurers can overcome adoption challenges through leadership commitment, workforce upskilling, technological infrastructure upgrades, and policy advocacy. Academically, this study enriches the existing literature by addressing the dearth of research on AI-driven BI adoption in emerging markets. Practically, it offers actionable recommendations for insurers to harness AI capabilities effectively, driving innovation and competitiveness in a rapidly evolving market. By proposing context-specific strategies, this research contributes to the broader discourse on digital transformation in the insurance sector, providing valuable insights for stakeholders striving to balance technological advancement with regulatory compliance and customer-centricity.