Competition in the Era of Digitalization: New Technologies in Insurance as a Success Factor

The digital transformation of the insurance industry is a driving force behind its evolution, allowing insurers to not only improve internal operations but also create more personalized services for their customers.This research focuses on how InsurTech-technologies such as artificial intelligence (AI), blockchain, and big data-are shaping the competitive landscape of the insurance market.As the industry embraces these new tools, insurers must navigate the complex process of technology integration, address regulatory challenges, and ensure they maintain customer trust in an increasingly digital environment.Purpose.The primary objective of this study is to study the impact of cutting-edge technologies on the competitiveness of insurance companies, particularly in the context of market digitalization.