An Interview with Nippon Life Insurance Company (Click here to read the original interview article）
Life insurance has long been perceived as an intangible and complex concept, making it difficult for many—especially younger generations—to fully understand or relate to.In an era where traditional face-to-face sales interactions are declining, how can insurance companies bridge the gap and make their services more approachable? Nippon Life Insurance Company has taken an innovative approach by integrating AI-driven character-based communication to enhance customer engagement. We sat down with Rokuro Ouchida, who was General Manager of the Marketing Planning Department at the time of the interview, to learn how this unique strategy is transforming the industry.
The Challenge: Explaining Insurance to a Digital Generation
Q: What were the key challenges Nippon Life faced in engaging younger customers?
Ouchida: “One of the biggest challenges was that life insurance is an intangible product. Unlike other consumer goods, it’s not something people actively seek out—it’s meant for future uncertainties. This made it particularly difficult to explain its necessity to younger generations.
“In the past, insurance sales representatives played a critical role in introducing the product. Many young people learned about insurance from trusted colleagues or family members. However, as in-person interactions have declined, we found it increasingly challenging to engage younger customers in meaningful conversations about insurance.”
Q: How did traditional digital marketing efforts perform?
Ouchida: “We invested in social media and digital ads to reach a broader audience, but these were primarily one-way communication methods. While they helped increase awareness, they didn’t allow us to address customers’personal concerns in real-time. We needed a way to have interactive, two-way conversations about life insurance.”
The Solution: A Character-Based AI Platform
Q: What led Nippon Life to explore an AI-driven character platform?
Ouchida: “When we first saw the character platform, we were drawn to its approachability and engagement potential. Instead of simply presenting information, this platform allows customers to converse with a friendly, AI-driven character that gradually introduces the concept of insurance.”
“We realized that instead of a sales pitch, what customers needed was a comfortable, pressure-free environment where they could explore insurance at their own pace.”
Q: What were the key reasons for choosing Capex’s solution?
Ouchida: “Three main factors influenced our decision:
- Deep industry understanding – Capex demonstrated expertise in insurance sales, recognizing the importance of addressing future concerns rather than focusing solely on the product.
- Trust in AI security – The system was designed to prevent misinformation and ensure reliable communication.
- Clarity on system capabilities – Capex clearly outlined what the AI could and could not do, helping us set realistic expectations within our company.”
Results: How AI Conversations Transformed Engagement
Q: What impact has the AI character had on customer interactions?
Ouchida: “We were surprised by how much engagement improved. Previously, our communication was mostly one-way—we would push out information, but there was little engagement. With the introduction of the character platform, however, we’ve seen a shift. Customers are now able to gradually deepen their understanding of insurance through casual conversation. One of the clearest outcomes has been an improvement in appointment booking rates. We’ve observed a measurable increase in the number of users who book consultations after interacting with the AI character.
What surprised us the most was the unexpectedly high engagement from customers in their 40s and 50s. We initially introduced the character platform with younger audiences in mind, but it turned out that middle-aged users were more likely to engage with it over a longer period of time. It seems that, for them, the character provides a low-pressure, approachable way to access information about insurance.
Q: What made this approach more effective than traditional methods?
Ouchida: “Unlike traditional sales interactions, where customers often feel pressured, the AI character lowered psychological barriers. Customers felt more comfortable asking questions without the fear of being ‘sold to.’ This helped build trust and improve the overall perception of life insurance.”
Refining the Customer Journey: Learning from Data
Q: How did you refine the platform after the initial rollout?
Ouchida: “We closely monitored where users disengaged and fine-tuned the conversation flow accordingly. For instance, we found that if insurance topics were introduced too abruptly, engagement dropped. So, we adjusted the dialogue to ease into discussions naturally.”
“For example, if a user mentioned enjoying sports, the AI character might respond with: ‘Sports are great! Staying active is important. By the way, have you ever thought about how you’d handle things if you were unexpectedly injured?’
Rather than immediately promoting insurance, the conversation unfolds gradually, using relatable scenarios to naturally lead into the topic. This approach makes the interaction feel organic and thoughtful.”
The Future: Expanding AI’s Role in Insurance
Q: How does Nippon Life plan to expand the use of AI-driven engagement?
Ouchida: “Currently, we’ve integrated the AI character into our website, but we’re exploring additional applications:
- Integration with sales representatives – The AI character could assist in lead nurturing before customers speak with an agent.
- Data-driven sales support – Insights from AI conversations could help agents tailor their approach for each customer.
“The ultimate goal is to bridge digital engagement with real-world interactions, creating a seamless customer-first experience.”
Q: Who else could benefit from this approach?
Ouchida: “Any industry struggling with one-way communication can benefit from an AI-driven approach. Whether it’s insurance, finance, this kind of interactive engagement helps customers to get better understand complex offerings in a friendly, approachable way, build trust, and drive conversions.”
Final Thoughts
Nippon Life’s AI character platform is a testament to how technology can humanize digital experiences. By enabling natural, two-way conversations, it has reshaped how insurance is perceived and made an intangible product more accessible.
As industries continue to explore digital transformation, AI-driven engagement stands as a powerful tool to connect with customers in a meaningful way. And for Nippon Life, it’s only the beginning.