How Can AI Facilitate the Development of Market Research Techniques by Comparing the Spanish and USA Insurance Sectors

Abstract

The integration of Artificial Intelligence (AI) into business processes is changing how companies carry out market research. In the insurance industry, where consumer behaviour, regulations, and market structures vary widely depending on the country, AI’s role in optimizing market analysis can be of great importance. However, there is limited research comparing how AI can enhance market research across different insurance markets. This thesis examines the Spanish and United States (USA) insurance markets, which present noticiable structural contrasts: the USA market is highly privatized and competitive, while the Spanish market is highly public sector-driven, especially regarding health insurance. These differences provide an opportunity to explore how AI can give custom, data-driven conclusions to better conduct consumer segmentation, pricing mechanisms, and brand positioning. Through this comparative analysis, the research aims to contribute to international business literature by showing how AI can improve market research techniques in various regulatory and economic environments.