Emerald Open Research Open Peer Review Any reports and responses or comments on the article can be found at the end of the article. RESEARCH ARTICLE Evaluating the impact of AI on insurance: The four emerging AI- and data-driven business models [version 1; peer review: awaiting peer review] Alex Zarifis , Christopher P. Holland, Alistair Milne Loughborough University, Loughborough, UK Abstract The increasing capabilities of artificial intelligence (AI) are changing the way organizations operate and interact with users both internally and externally. The insurance sector is currently using AI in several ways but its potential to disrupt insurance is not clear. This research evaluated the implementation of AI-led automation in 20 insurance companies. The findings indicate four business models (BM) emerging: In the first model the insurer takes a smaller part of the value chain allowing others with superior AI and data to take a larger part. In the second model the insurer keeps the same model and value chain but uses AI to improve effectiveness. In the third model the insurer adapts their model to fully utilize AI and seek new sources of data and customers. Lastly in the fourth model a technology focused company uses their existing AI prowess, superior data and extensive customer base, and adds insurance provision. Keywords Artificial Intelligence, Business Model, Insurance, Value Chain, Machine Learning This article is included in the Digital World gateway. Reviewer Status AWAITING PEER REVIEW 01 Oct 2019, :15 ( First published: 1 ) https://doi.org/10.35241/emeraldopenres.13249.1 01 Oct 2019, :15 ( Latest published: 1 ) https://doi.org/10.35241/emeraldopenres.13249.1 v1 Page 1 of 12 Emerald Open Research 2019, 1:15 Last updated: 01 OCT 2019