South Korean insurance companies including Samsung Life, Samsung Fire & Marine, Hanwha Life, Kyobo Life, and Mirae Asset Life are accelerating organizational restructuring to become AI Native enterprises. Samsung Life and Samsung Fire reorganized their existing AI centers on the 10th into AX·PI Centers under management support divisions, with Vice Presidents Lee Pal-hoon and Han Ho-kyu leading the transformation respectively. The industry-wide shift reflects a strategic move beyond using AI as a simple work support tool, instead positioning it as the core foundation for product development, service delivery, business processes, and decision-making systems.
Samsung Life and Samsung Fire Reorganize AI Centers into AX·PI Centers
According to the insurance industry on the 22nd, Samsung Life and Samsung Fire reorganized their existing AI Center and Customer DX Innovation Office respectively into AX·PI Centers on the 10th. The companies changed their organizational structure to place these centers under the management support division, strengthening company-wide support systems. Samsung Life maintained Vice President Lee Pal-hoon, who previously led the AI Center, as the AX·PI Center head, while Samsung Fire retained Vice President Han Ho-kyu, former Customer DX Innovation Office head, in the same leadership role.
The AX·PI Centers oversee company-wide AI transformation and business process innovation. An insurance industry official stated that the reorganization appears to be part of Samsung Group's broader AI-centric organizational restructuring, with Samsung Life and Samsung Fire laying groundwork for AI Native insurance operations.
Hanwha Life, Kyobo Life, and Mirae Asset Life Establish AI-Focused Divisions
Hanwha Life created a headquarters-level organization called the AX Strategy Office in May, led by Executive Director Eom Ji-seon, who previously headed the Future Insurance Vision TF team. The AX Strategy Office handles AX strategic task establishment and AI-based new business development. With the addition of the AX Strategy Office, Hanwha Life completed its organizational framework for AI Native operations, which includes the AI Office, AI Research Institute, and Hanwha AI Center.
Kyobo Life established a company-wide AX support division at the end of last year through management reorganization, organizing four executive-level departments underneath: AX Strategy Department, Field AI Support Department, AI Tech Department, and AI Infrastructure Department. Executive Director Shin Jung-ha, eldest son of Kyobo Life CEO and Board Chairman Shin Chang-jae, oversees the group's entire AX strategy.
Mirae Asset Life is pursuing AI Native insurance company transformation through business innovation using AI technology and strengthening digital competitiveness. The company is establishing foundations to provide hyper-personalized customer services by increasing work efficiency through AI-based product design automation and next-generation integrated system construction. Earlier this year, Mirae Asset Life created a new AI Innovation Team to lead AX implementation and handle AI-based asset management innovation tasks.
Insurance Industry Positions AI as Core Competitive Advantage
An insurance industry official stated that AI adoption has moved beyond simple work assistance or automation stages, becoming core competitiveness that transforms the entire structure from product development to customer service and asset management. The official added that insurance companies are formalizing their transformation into AI Native enterprises by establishing dedicated organizations and strengthening executive-level deployment.
FAQ
What did Samsung Life and Samsung Fire do on the 10th?
Samsung Life and Samsung Fire reorganized their existing AI Center and Customer DX Innovation Office respectively into AX·PI Centers on the 10th, placing them under management support divisions with Vice Presidents Lee Pal-hoon and Han Ho-kyu leading the new centers.
What is AI Native transformation in insurance companies?
AI Native transformation means insurance companies use AI as the core foundation for operations rather than just a work support tool, applying it to product development, service delivery, business processes, and decision-making systems across the entire organization.
Which Korean insurance companies established AI-focused divisions?
Hanwha Life created an AX Strategy Office in May, Kyobo Life established a company-wide AX support division at the end of last year, and Mirae Asset Life created an AI Innovation Team early this year, all with executive-level leadership overseeing AI transformation initiatives.
