Generative AI for insurance: underpinned by responsibility, led by people

Nov 15, 2023 admin No Comment 48 Views Share on

Generative AI in Insurance: Use Cases and Challenges

Also, the ethical use of AI remains a pressing concern, as decisions made by AI could significantly impact customers’ lives and privacy. And just like in healthcare, it is necessary to choose the right model or even a combination of them for company-specific needs. Velvetech knows the value of leveraging technology for insurance success, and our experts will gladly offer assistance on your journey toward genAI integration. In general terms, life insurance provides financial Chat GPT protection for one’s beneficiaries in the event of the insured’s death, while annuities offer a way to save for retirement and receive a steady income stream during these years. Generative artificial intelligence has a lot of potential to create value and pave the way to new opportunities for the companies willing to adopt it. Generative AI for insurance marketing gives companies a solid advantage by creating content that is not only engaging but also compliant.

Customer data, for example, is already subject to strict privacy and security standards thanks to GDPR. The EU Artificial Intelligence Act, adopted by the European Parliament in mid-March,  means that both regulators and consumers have the right to know if and how any assessments or decisions were made by AI. It means insurers need to make sure they have the right reporting mechanisms in place, along with repeatable workflows that support the transparency that regulators will increasingly demand. No surprise, then, that insurers are urgently exploring optimal use cases for gen AI, as well as how to build generative models and incorporate them into their day-to-day work. However, while the business case for generative AI is indeed powerfully persuasive, insurers need to consider more than just its impacts in terms of productivity and efficiency.

Beyond automating essential tasks such as client onboarding, claims processing, and policy administration, these technologies unlock the potential to improve internal data accessibility, knowledge sharing, and operational workflows. One of the best qualities about generative AI for the insurance business is that it can handle cases automatically. By leveraging natural language processing algorithms, insurance companies can analyze claim documents, extract relevant information, and process claims more efficiently.

The ability of generative AI to create original content and derive insights from data opens doors to novel applications pertinent to this industry. It facilitates predictive modeling, enabling the creation of risk scenarios that empower insurers to formulate preemptive strategies for proactive risk management. Additionally, generative AI’s capability to create personalized content enables insurers to offer tailor-made insurance policies and experiences, fostering stronger relationships with customers. Generative AI, also referred to as Gen AI, has the potential to revolutionize the insurance industry by combining human creativity and imagination with artificial intelligence. This technology can create new services and business models and improve productivity throughout the insurance value chain. The insurance industry, including the auto, home, and workers’ compensation sectors, faces a significant challenge in providing a seamless omnichannel customer experience.

Integrating generative AI necessitates compliance with existing regulations, such as GDPR and HIPAA, while navigating evolving laws governing AI technologies. However, an Artificial Intelligence development company can also help in integrating fraud alerts and prevention features into insurance mobile apps. It’s important to note that though Generative AI offers numerous opportunities, it also presents challenges that insurers need to carefully manage. These sources can carry inherent biases, reflecting societal, cultural, or historical prejudices present in the data. Build your Operational Optimization strategy by learning Skan’s approach to process improvement through unparalleled observation and actionable…

Generative AI applications and use cases vary per insurance sphere, so it’s important to know where and how it can be used for maximum benefit. Based on the available information about a client, the model can tailor policy and premium rates to individual requirements. And inevitably, flexibility in coverage options and pricing leads to more robust and competitive products. Watch our webinar to uncover how to integrate GenAI for improved productivity and decisions. Due to all of the factors described above, there is a certain lack of trust toward generative AI among insurers.

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These initial solutions will be the first step towards generating broader outcomes, such as the end-to-end transformation of complex claims management or large account underwriting reviews. We also anticipate new business value propositions combining the power of efficiency, augmentation and hyper-personalization, such as the ability to rapidly develop highly customized small business insurance propositions at scale. By leveraging a generative AI-powered tool, insurers can deliver seamless experiences to both employees and clients, enabling quick access to internal business information, smooth communication, and efficient workflows. You can foun additiona information about ai customer service and artificial intelligence and NLP. This not only improves customer service but also increases overall efficiency and optimizes resource utilization, resulting in valuable time and resource savings. Developed by OpenAI, it is based on the Generative Pre-trained Transformer (GPT) model and is designed to generate human-like text based on the input it is given.

It’s the ultimate ‘low-code’ tool, a moniker for business technology that doesn’t require a data science or programming degree to wield. Feel free to request a custom AI demo of one of our products today to learn more about them. We look forward to getting to know your business and matching it with the right Generative AI solution to help it grow. If you would like to learn how Lexology can drive your content marketing strategy forward, please email [email protected]. Proactive insurers are responding in a number of ways, including properly advising their clients on the vulnerabilities they face, and mitigating exposures through new wordings. The way Gen AI works — scraping and reconstituting large amounts of digital information — creates potential legal issues related to false results, biases and scraped copyrighted information.

So, it is important to choose the right model or even use a combination of models which need to be orchestrated. Another important question is if and how standard models need to be adjusted in a specific context, like a line of business or a specific task. And, of course, how can we make sure that our intellectual property and data is protected, i.e. by hosting own encapsulated models within proprietary infrastructure?

For instance, a generative AI tool could identify a need for a new clause to exclude, for instance, claims arising from a pandemic or epidemic, and then draft it. One notable advantage specific to GenAI is its ability to identify AI-generated content, particularly when dealing with large volumes of information. In a pioneering initiative, Sapiens, a global provider of software solutions for the insurance industry, has partnered with Microsoft to leverage generative AI in the insurance sector.

While this is true, potential risks in insurance scale up to the benefits, making industry leaders wary of AI’s implications for security, privacy, and compliance. With the development of models that accept multimodal inputs, generative AI now automates the process of compiling evidence, lowering the risk of claims mismanagement. Thanks to this, insurers don’t have to rely only on witness statements but may also process videos and images, such as surveillance footage. Determining whether to accept or reject a claim, weighing the reasons, and consulting previous cases can take an enormous amount of time and effort.

Security Controls Triggered

Insurance companies should implement rigorous data screening processes to identify and eliminate biases. Ongoing monitoring and adjustments to the conversational model can help ensure fairness and equity in decision-making. The OpenDialog platform uses LLMs where relevant and combines this with rule-based processes appropriately.

This approach can accelerate speed to market by providing enhanced capabilities for the development of innovative products and services to help grow the business, and it can also improve the overall customer experience. Credit Risk and Pricing ModelsGenerative AI holds substantial promise in refining the process of determining credit risks and formulating pricing models. With the capacity to analyze vast amounts of raw, text-heavy data and create meaningful risk factors, these advanced AI models can enhance predictive capability, leading to more accurate and robust models. While synthetic data may not directly improve accuracy, it contributes to the robustness of the models by providing a greater volume of data for analysis.

With inflation showing staying power, learn how can your firm best harness risk, economic disruption and prepare for a potential downturn. In the series’ upcoming articles, we will explore questions around business value creation and new ways of working. We’ll help you unlock the power of generative AI, and take a deep dive into specific use cases and actions for your organization. Delivering enterprise AI and digital transformation projects for leading organizations and governments around the world. Continuous advances in AI technologies are pushing the boundaries of what’s possible, and the insurance sector is well-positioned to reap substantial benefits from these developments.

Large-scale Gen AI adoption is boosting productivity by up to 30% for claim-related administrative tasks. Insurers are using it to automate mundane, time-consuming tasks like manual data entry and organizing incoming materials. It’s a powerful technology that 90% of sales and marketing leaders believe their organization should use at least “often,” but businesses leaning into the technology are seeing the most gains.

These applications require deep industry knowledge and often involve fine-tuning existing models or developing specialized ones. The goal is to integrate various generative AI applications into a seamless, scalable end-to-end solution. This cross-industry application allows for improved speed to market and the adoption of advanced capabilities. The regulatory environment for AI in insurance is evolving, and companies will need to navigate these changes carefully. Regulators may require companies to demonstrate the robustness, fairness, and transparency of their AI systems, and especially of the generative AI solutions due to their ethical concerns.

By crafting tailored LLM-based applications that cater to clients’ proprietary insurance data, ZBrain enhances operational workflows, ensuring efficiency and elevating overall service quality. The platform adeptly uses diverse insurance data types, including policy details and claims documents, to train advanced LLMs like GPT-4, Vicuna, Llama 2, or GPT-NeoX. This enables the creation of context-aware applications that enhance decision-making, provide deeper insights, and boost overall productivity. All these advancements are achieved while upholding stringent data privacy standards, making ZBrain an essential asset for modern insurance operations. Generative AI can analyse vast amounts of data from various sources to provide insurers with insights into potential risks. By identifying patterns and trends, AI algorithms can aid underwriters in making informed decisions about policy issuance and premium rates, ultimately leading to more tailored and competitive insurance products.

These types of storage have different functionalities, and most businesses use both types. Learn how to deploy and utilize Large Language Models on your personal computer, saving on costs and exploring different models for various applications. Revolutionize enterprise creativity with Generative AI—unleash innovation, automate tasks, and enhance business intelligence. Setting clear KPIs is essential to measure the impact of generative AI on your insurance operations.

Generative AI in Insurance: 9 Use Cases & 5 Challenges in ’24

Their design must be thoughtful, avoiding reinforcement of stereotypes and ensuring they address a wide range of customer queries. This case exemplifies the impact of a well-assembled generative AI team, combining in-house knowledge with external expertise, to drive innovation and efficiency in the insurance industry. This approach, encompassing role definition, data sourcing, team assembly, interface design, and robust operations, is crucial for successful AI integration in the insurance sector. Failure to adequately protect data privacy can lead to legal repercussions, a loss of customer trust, and significant financial penalties. Insurance companies must ensure robust data privacy measures are in place by securing data storage and transmission and ensuring data anonymization where necessary. Furthermore, they must comply with various data protection laws like GDPR, HIPAA, or other regional regulations, which dictate how personal data can be used and stored.

Furthermore, by training Generative AI on historical documents and identifying patterns and trends, you can have it tailor pricing and coverage recommendations. In the long run, the improvements to risk management offered by Generative artificial intelligence solutions can save insurance businesses a lot of time and money. Generative AI systems can inadvertently perpetuate biases present in the data on which they are trained. Biased data could lead to unfair policy pricing or discrimination against some demographics, or even biased claims decisions.

This is helpful for customers, who may have difficulty understanding complex jargon or simply don’t have the time to read everything. Beyond artistic and written content, generative AI can also be used for more analytical purposes. It can create predictive models, synthesize information gathered from multiple sources, and detect anomalies in datasets. In these uses, AI can go beyond our own capabilities and reduce bias and human error, if used correctly.

Likely, it will be best practice to combine multiple AI technologies when automating your business practices, instead of relying on just one. However, concerns of privacy, bias, empathy, and cost effectiveness must first be addressed. In addition, AI’s writing capabilities can produce content such as staff training materials. It can also translate content are insurance coverage clients prepared for generative ai? between different languages, which is helpful for both staff and customers. As the future beckons, partnering with Kanerika ensures you’re ahead of the curve, leveraging cutting-edge solutions. Kanerika’s intervention involved deploying advanced AI data models for comprehensive financial analysis, which facilitated informed decision-making for growth.

Adopting available artificial intelligence today and preparing for future iterations, is critical for insurers to address emerging transformative trends that shape insurance industry proactively and with the greatest impact possible. With generative AI, we observe for the first time that AI can not only have incremental, but disruptive influence on lots of processes and business models. Brewster Barclay has a long history developing and selling innovative software and hardware solutions in the electronics and Internet industries, including running a start-up for 6 years.

While using a chatbot may be quicker and easier than searching a website, the outcome is often largely the same. This is not merely a future possibility – some insurers are using this technology already. Lemonade, a peer to peer insurer in New York that provides cover to homeowners and renters, advertises that it uses AI for underwriting and claims processing and is investing in generative AI to automate other business processes. Global insurer Chubb is also considering the use of generative AI, although its recent public statements have expressed caution about the time it is likely to take before the technology is sufficiently mature. By analyzing customer data and predicting behavior, insurers strive to exceed customer expectations, improve satisfaction and drive up retention.

Generative AI: Emerging Risks and Insurance Market Trends

This content creating powerhouse can do everything from text, image, and video generation to answering questions through natural language queries. It analyzes personal data and suggests insurance options that align perfectly with each customer’s unique circumstances. This personal touch not only satisfies customers but also builds their trust in the insurance provider.

The global generative AI in insurance market was valued at $761.4 million in 2022, and is projected to reach $14.4 billion by 2032, growing at a CAGR of 34.4% from 2023 to 2032. The infusion of generative AI into insurance is more than just a trend; it’s a strategic evolution that is gaining momentum. The versatility of generative AI in the insurance industry is immense, and its power cannot be overstated. Finally, we deliver AI that insurers can use with confidence, knowing it meets strict industry regulations. Discover the essentials of Generative AI implementation risks and current regulations with this expert overview from Velvetech. Individual insurance is designed to shield individuals and their families against financial threats from unforeseen events.

By creating original content using patterns from existing data sources, generative AI tools like ChatGPT and Bard offer endless applications for auto insurance professionals. Used effectively, generative AI tools can help auto insurers create highly personalized programs that cater to customers’ unique needs, building stronger relationships and increasing efficiency in the handling of common tasks. In conclusion, generative AI holds immense potential to revolutionize the insurance industry. From enhanced risk assessment to streamlined claims processing and personalized customer experiences, the benefits are substantial. Generative AI automates claims processing by extracting and validating data from claim documents, reducing manual efforts and processing time. Automated claims processing ensures faster and more accurate claim settlements, improving customer satisfaction and operational efficiency.

Compared to traditional AI, this even holds true for more complex and creative tasks, like programming or the creation of demanding graphical works. In reinsurance business steering, we assume that this will, amongst others, lead to decision support for our operative business functions, e.g. in underwriting. In this section, we will delve into the advantages of harnessing generative AI in insurance, with a focus on enhanced risk assessment, streamlined claims processing, and personalized customer experiences. Generative AI finds applications in insurance for personalized policy generation, fraud detection, risk modeling, customer communication and more.

The potential applications are as vast as they are exciting, and our engagement with this technology can unlock the door to new capabilities in catastrophe risk assessment. Enhanced Customer ServiceGenerative AI has the potential to revolutionize customer service within the insurance industry and beyond. Generative AI is an emerging frontier in artificial intelligence, driven by models that learn to create new content. This advancement presents a leap in machine understanding and creativity, allowing computers to generate solutions by learning from data, rather than being explicitly programmed. This ability to generate data independently means these models can come up with innovative solutions, generate text, images, or even design products. Among a broad range of use cases, it can assist insurers in creating more reliable pricing models, accelerating operational processes across the value chain, and providing customers with a far more personalized experience.

Generative AI will dramatically change how employees in data-laden industries search for and find information. The holy grail for businesses, especially in the insurance sector, is the ability to drive top-line growth. It could then summarize these findings in easy-to-understand reports and make recommendations on how to improve. Over time, quick feedback and implementation could lead to lower operational costs and higher profits. This adaptability is crucial because it allows Generative AI to better understand patterns in language, images, and video, which it leverages to produce accurate and contextually relevant responses.

‍Traditional AI excels at structured data analysis, whereas generative AI can handle unstructured data types like text and images more effectively. This versatility makes it particularly valuable in contexts where data is diverse and dynamic. Generative Artificial Intelligence (AI) stands out as a powerful force poised to redefine the way insurers operate.

Ten years ago, McKinsey found that the average worker spent 1.8 hours per day searching for information. Since then, the amount of data churning through the average organization has doubled every two years. Tracking down internal information—from specific paperwork to supporting documents—can drain productivity exponentially.

By assessing market trends and user preferences, insurers can develop innovative products that are aligned with consumer needs. Overall, Artificial General Intelligence allows insurers to leverage predictive analytics and deliver highly personalized services. This pioneering technology has the potential to redefine the way insurance processes are organized, offering enhancements in efficiency, precision, and user experience.

Learn how to create a compelling business case for AI/ML projects using first principles, 80/20 principle, and risk analysis to maximize ROI and avoid pitfalls. Electron JS is a runtime framework that allows a user to create desktop applications with HTML5, CSS, and JavaScript. It relieves developers from the task of creating OS-specific versions for their applications.

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DTTL (also referred to as “Deloitte Global”) and each of its member firms and related entities are legally separate and independent entities, which cannot obligate or bind each other in respect of third parties. DTTL and each DTTL member firm and related entity is liable only for its own acts and omissions, and not those of each other. Driving business results with generative AI requires a well-considered strategy and close collaboration between cross-disciplinary teams.

When using AI, insurance companies should conduct thorough audits to ensure that the technology meets regulatory standards. This includes adherence to data protection laws, fair treatment of customers, and compliance with industry-specific regulations. Or, with solutions such as OpenDialog’s generative AI automation platform that is specifically built for regulated industries, ensuring the safety of the end user. The insurance industry, like many others, is rapidly adopting generative AI technologies like conversational AI, to enhance customer service, streamline processes, and improve overall efficiency through automation. In fact, it’s thought that insurance companies will likely save $1.3 billion globally by the end of the year by using AI-powered chatbots and digital assistants​​. In this webcast, EY US and Microsoft leaders discuss how generative AI can fundamentally reshape the insurance industry, from underwriting and risk assessment, to claims processing and customer service.

From enhancing risk and pricing models to streamlining processes, leveraging synthetic data, and exploring multimodal applications, the influence of generative AI in insurance is extensive. This transformative technology is key to revamping traditional processes, enhancing customer experiences, and unlocking efficiencies. If you’re an insurance company looking to leverage AI for insurance, you’ve come to the right place. We offer products such as virtual assistants, personalized policy recommendations, claims automation, dynamic forms, workflow automation, streamlined onboarding, live AI agent assistance, and more. The Indian Banking, Financial Services, and Insurance (BFSI) sector is increasingly embracing generative AI, according to an article in The Hindu. The technology is being used to automate various processes, enhance customer service, and improve risk management.

This offers a powerful co-pilot for underwriters, claim adjusters, agents and other roles, which can augment human expertise and help accelerate complex decision-making. Many of these roles rely on large amount of expertise that cannot be replaced by rules-based algorithms. This convergence across industries allows organizations to leverage capabilities built by others to improve speed to market and/or become fast followers. Because its algorithms are designed to enable learning from data input, generative AI can produce original content, such as images, text and even music, that is sometimes indistinguishable from content created by people. The transformative power of this technology holds enormous potential for companies seeking to lead innovation in the insurance industry. Amid an ever-evolving competitive landscape, staying ahead of the curve is essential to meet customer expectations and navigate emerging challenges.

Insurers struggle to manage profitability while trying to grow their businesses and retain clients. This constant updating ensures that policy details are always aligned with the latest information. Insurers leverage these insights to offer better-priced policies and minimize unexpected losses. This more precise risk assessment helps insurers tailor their offerings and enhance overall efficiency. Generative AI continuously learns from new data, identifying unusual patterns and potential frauds more effectively than traditional methods.

The pantheon of past Stevie Award winners including Acer Inc., Apple, BASF, BT, Coca-Cola, Cargill, E&Y, Ford, Google, IBM, ING, Maersk, Nestlé, Procter & Gamble, Roche Group, and Samsung, and TCS, among many others. The Asia-Pacific Stevie® Awards is an international business awards competition that is open to all organizations in the 29 nations of the Asia-Pacific region. The sponsors of Stevie Awards programs include many leading B2B marketers, publishers, and government institutions. The pantheon of past Stevie Award winners including

Acer Inc., Apple, BASF, BT, Coca-Cola, Cargill, E&Y, Ford, Google, IBM, ING, Maersk, Nestlé, Procter & Gamble, Roche Group, and Samsung, and TCS, among many others.

Internal audit also has a role to play in ongoing review and testing of controls across the enterprise. In addition, blockchain and generative AI can enhance security in claims processing—however, there are also some security and privacy concerns with using AI to analyze customer data, so it is important to use it safely and ethically. Generative AI for claims processing involves using AI to automate the claims handling process, a core topic in generative AI business strategy. This includes data extraction, damage assessment, and automated decision-making, leading to more efficient claims resolution.

As a result, the underwriting process will be much more thorough, and overall claims costs will be lower. Plus, underwriters will be able to work more efficiently by processing applications faster and with fewer errors, which, in turn, can lead to higher customer satisfaction ratings. However, its impact is not limited to the USA alone; other countries, such as Canada and India, are also equipping their companies with AI technology. For instance, Niva Bupa, one of the largest stand-alone health insurance companies in India, has invested heavily in AI.

And it requires significant behavior and mindset shifts for successful, sustainable transformation. While many industries are still in the experimental phase, the insurance sector is poised to benefit significantly from the integration of artificial intelligence into its ecosystem. Generative AI models are at the forefront of the latest push toward productivity in many industries. On the contrary, group insurance plans are offered to a defined group of people, such as employees and members of an organization or professional association. Here, the coverage costs are typically lower than those of individual policies due to the group purchasing power. Broadly speaking, these insurance types are geared toward protecting a specific population segment, which means that insurers may greatly profit from GenAI powers of customization.

Similar to most technology disruptions, many technology players of all sizes and capabilities are rapidly announcing new generative AI solutions aimed at enterprise use cases for insurers. However, integrating interpretability features into AI models, with insights from an insurance app development company, can enhance transparency, enabling insurers to explain decisions and recommendations to customers effectively. For instance, it can automate the generation of policy and claim documents upon customer request. This automation eliminates the need for human staff to manually process these requests, significantly reducing wait times and improving efficiency. In this overview, we highlight key use cases, from refining risk assessments to extracting critical business insights. As insurance firms navigate this tech-driven landscape, understanding and integrating Generative AI becomes imperative.

AI uses personal data to craft insurance policies that meet individual preferences and needs. This approach is reshaping how policies are sold, making them more relevant to each customer. As AI understands customer needs better, it offers more precise and attractive insurance options. Chatbots are also getting smarter, learning from interactions to improve future responses. Over-dependence on AI could lead to vulnerabilities, especially if systems go down or are compromised.

To avoid disputes in claims between the customer and insurance, every alteration of generated text needs to be logged in audit trails to achieve traceability. ‘These models can generate factually https://chat.openai.com/ incorrect content with high confidence, a phenomenon known as hallucination. Consequently, these models cannot operate autonomously, nor should they replace your existing workforce’.

• Ideas2IT Technologies, a Dallas-based company, earns recognition as one of America’s fastest-growing companies according to Inc. 5000.
• Most major insurance companies have determined that their mid- to long-term strategy is to migrate as much of their application portfolio as possible to the cloud.
• The industry needs help with issues such as inadequate claims reporting, disputes, untimely status updates, and final settlements, which can hurt their growth and customer satisfaction.
• DeepSpeed-MII is a new open-source Python library from DeepSpeed, aimed at making low-latency, low-cost inference of powerful models not only feasible but also easily accessible.
• While these are three prominent use cases, there are many more applications of generative AI, including risk assessment, fraud detection, trend prediction and modeling.

In insurance, where all decisions should be clear, well-motivated, and explainable, both specialists and clients may be reluctant to rely on AI. Most of the currently existing large language models (LLMs) can take a selection of underwriting notes, for example, and turn them into a professionally crafted letter to communicate a claim decision to a client. However, like any other powerful tool, generative artificial intelligence has its disadvantages.

Traditional AI, also known as rule-based AI or narrow AI, relies on predefined rules and patterns to perform specific tasks. It follows a deterministic approach, where the output is directly derived from the input and predefined algorithms. In contrast, generative AI operates through deep learning models and advanced algorithms, allowing it to generate new content and data. Unlike traditional AI, generative AI is not bound by fixed rules and can create original and dynamic outputs. IBM’s work with insurance clients, along with studies by IBM’s Institute of Business Value (IBV), show that insurer management decisions are driven by digital orchestration, core productivity and the need for flexible infrastructure.

This developing form of AI will impact many lines of insurance including Technology Errors and Omissions/Cyber, Professional Liability, Media Liability, Employment Practices Liability among others, depending on the AI’s use case. Insurance policies can potentially address artificial intelligence risk through affirmative coverage, specific exclusions, or by remaining silent, which creates ambiguity. Teams responsible for the development of AI models and tools must also reflect a real diversity of viewpoints and experiences. That’s important to help ensure that bias is surfaced before a solution is created and that those solutions address the widest possible spectrum of users’ needs. Transformational scenarios like these, and plenty more besides, are already possible with generative AI. The technology has the potential to transform insurance companies from front to back, having a huge impact on both operations and customer experience.

As a Managing Director Cross Markets in Austria, he is responsible for steering the company’s strategic orientation and development. A qualified engineer, he has worked in the IT sector since 2003 and has lent his substantial expertise to various international businesses. He likes nothing more than coming up with practical strategies and getting people excited about technological change. Gabriele Baierlein, who joined Zühlke in 2016, is the Director of Business Development & Partnerships for the Zühlke Group. She has many years of experience in cross-industry sales and management, most recently as Market Team Lead at Zühlke, where she oversaw business development and the service portfolio for the consumer goods industry.