Last updated: September 23, 2026
A strong brand serves as a trusted signal for people
How is AI reshaping customer decision-making processes, and what implications does this have for brands?
Choice is moving upstream. While people still make the final decisions, much of the journey is now influenced before they actively engage. Platforms simplify complexity into scores. Recommendation engines narrow options. AI systems preselect what is visible and what is not. That changes the rules for brands: it’s not only about being known; it’s about being trusted and preferred in an environment where choices are compressed.
Why does this matter more in insurance than in many other categories?
Because the cost of a wrong choice in insurance can result in real harm, not just minor disappointment. Insurance is fundamentally a promise about the future — decisions made here impact livelihoods, retirement security, and resilience for years. As technology accelerates decision-making, we must ensure it doesn’t compromise what matters most: reliability, clarity, and long-term security.
In an AI-influenced world, what is a brand’s job — beyond marketing?
A strong brand serves as a trusted signal for people, especially when they can’t evaluate every detail themselves. It reduces uncertainty and instills confidence that the partner they choose will not only be there tomorrow but will also deliver when it counts. This becomes even more critical as customers make long-term plans, from protection to retirement.
Trust can sound abstract. How do you make it concrete?
Trust becomes real in two ways: consistency over time and delivery under pressure. It’s earned by keeping your promises —year after year— and by being present in the toughest moments. External research underscores this: Edelman’s 2025 report reveals that people often trust the brands they use at very high levels, even compared with other institutions.
How does Allianz approach responsible AI so that trust remains human?
AI is designed to support people, not replace human judgment in critical decisions. That’s why we joined the EU AI Pact and follow principles such as transparency and human oversight. The point is simple: customers should feel confident that technology enhances outcomes, while accountability remains with humans.
Customer centricity is a common phrase. What does ‘at scale’ actually mean?
‘At scale’ means ensuring customers experience throughout the entire customer lifecycle. It means combining digital access with human expertise, so customers are never left to navigate complexity alone. And it means treating feedback as an ongoing system, not just a one-time campaign: listening consistently and acting on what we learn.
Interbrand’s latest ranking highlighted Allianz as a “Top Riser.” What does that signal to you?
It signals that brand strength is not a soft metric — it is a powerful growth asset. In Interbrand’s Best Global Brands 2025 ranking, Allianz increased brand value by 20% to $28.2 billion, rising to No. 27 globally. For me, the takeaway is that trust, loyalty and a consistent global brand strategy compound over time — especially in uncertain environments.
How does business performance connect to brand strength without sounding like spin?
Brand doesn’t replace performance, it amplifies it. Customers won’t trust what doesn’t deliver. At the same time, trust reduces friction in decision-making and supports long-term relationships. When you combine strong results with consistent customer experience and high trust, you don’t just drive growth — you build resilience.
If you could leave readers with one idea, what would it be?
In an AI-driven world, choice may feel easier, but responsibility doesn’t disappear. Strong brands matter because they help people regain confidence in decisions that have long-term consequences. Our job is to stand behind the choices technology helps shape with trust, transparency, and delivery when it matters most.
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About Allianz
The Allianz Group is one of the world’s leading insurers and asset managers, active in almost 70 countries and serving around 97 million private and corporate customers*. Our customers benefit from a broad range of personal and corporate insurance services, including property, life and health insurance, as well as assistance services, credit and global business insurance. Recognized for the seventh consecutive year as the number one global insurance brand in Interbrand’s Best Global Brands 2025 ranking, Allianz’s success is built on technology-enabled customer centricity – providing peace of mind, protection, and prevention for our customers and strengthening the resilience of individuals, communities, and societies. We are one of the world’s largest investors, managing around 791 billion euros** on behalf of our insurance customers. Furthermore, our asset managers PIMCO and Allianz Global Investors manage about 2.2 trillion euros** of third-party assets. Thanks to our systematic integration of environmental and social criteria in our business processes and investment decisions, Allianz received an MSCI ESG Rating of AAA (as of March 2026). In 2025, our 156,000 dedicated employees achieved a total business volume of 186.9 billion euros and an operating profit of 17.4 billion euros for our shareholders.
* As of December 31, 2025. Customer count reflects Allianz customers in consolidated entities that are part of the customer reporting scope only.
** As of June 30, 2026.
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