What challenges did AIA Group face before AI implementation?

Customer service representatives spent significant time manually summarizing case histories and interactions. Building meaningful customer relationships was hampered by repetitive administrative tasks. Scaling high-quality customer support across diverse Asian markets was complex. Ensuring responsible and secure use of AI was a priority for the organization. Need to accelerate response times and improve resolution rates.

What was the impact of the AI solution?

Reduced case wrap-up time in Thailand contact centers by nearly 50%. Improved case handling time and increased resolution rates. Empowered representatives to manage more cases efficiently. Enabled high-quality, consistent, and compliant customer service delivery. Maintained robust AI governance and security controls.

Source

Microsoft

AIA Group streamlines customer service operations across Asia

Use case typeCustomer service automationUpdated Jun 13, 2026

AIA Group, Asia's largest independent life insurance provider, embarked on a multi-year transformation initiative to enhance customer and employee experiences in its contact centers. Starting in 2020, AIA deployed Microsoft Dynamics 365 Customer Service to modernize its support operations. In 2024, the company integrated Copilot, a generative AI solution, into its Singapore and Thailand call centers to further optimize processes. Copilot automates time-consuming tasks such as drafting emails and summarizing chat or case histories, enabling customer service representatives to manage more cases efficiently. Automation of routine tasks and knowledge surfacing allows reps to focus on building stronger customer relationships and offering personalized service. The rollout of Copilot was preceded by rigorous assessments around fairness, privacy, and AI safety, and compliance is maintained by a dedicated AI Council. AIA is now expanding Copilot to more markets, in collaboration with Microsoft for ongoing innovation and new features. The AI-powered transformation has reduced case wrap-up times significantly and helped maintain high standards of customer service, while upholding responsible AI principles.

Organization: AIA Group
Industry: Insurance
Location: Singapore

Reported outcomes

−50%

timeTime & speed

Strategic outcomes

Customer experience & trustEnabled consistent, compliant customer serviceSpeed & agilityImproved case handling and follow-upScale & capacityManaged more cases efficientlyRisk & complianceEstablished responsible AI governance

Catalog median for time & speed deployments: −60% across 727 reported metrics. Compare benchmarks →

Primary read

Use case focus

Showing 3 of 3

1Automated Case and Conversation Summarization for Insurance Customer Support
2AI-Assisted Email Drafting for Insurance Contact Centers
3Knowledge Surfacing for Call Center Agents

Customer service representatives spent significant time manually summarizing case histories and interactions.
Building meaningful customer relationships was hampered by repetitive administrative tasks.
Scaling high-quality customer support across diverse Asian markets was complex.
Ensuring responsible and secure use of AI was a priority for the organization.
Need to accelerate response times and improve resolution rates.

Implemented Dynamics 365 Customer Service as the unified support platform across the organization.
Rolled out Copilot, a generative AI, to automate case and conversation summarization, email composition, and knowledge surfacing.
Integrated AI capabilities for summarizing chat and case interactions and providing draft responses for faster follow-up.
Established an AI governance council and ethical framework to oversee responsible AI deployment.
Collaborated with Microsoft for continuous innovation and expansion of AI features.

Technologies

Dynamics 365 Copilot