Artificial intelligence (AI) is revolutionizing the insurance industry, playing a pivotal role in risk assessment, fraud detection, and customer engagement. The global AI market is projected to reach USD 190 billion by 2030, with generative AI emerging as a key area of growth. In India, the insurance sector is experiencing a transformative shift with the application of generative AI, offering affordability, accessibility, and efficiency. AI's impact extends to product innovation, underwriting, risk profiling, fraud detection, and more. Content generation through AI-powered chatbots enhances customer service, providing personalized and automated assistance. Generative AI enhances customer experiences by creating engaging content, personalized marketing, and insurance plans. It improves fraud detection through data analytics, despite privacy concerns. Benefits include personalized services and fraud prevention, paving the way for industry transformation.