Dec 20, 2018

Allianz Global Assistance Introduces AI to Drive Personalization in “Fusion CORE” Ancillary Revenue Platform


RICHMOND, VA, OCTOBER 3, 2018 — Allianz Global Assistance, a leading distributor of travel protection products and services*, has introduced artificial intelligence technology into its third-generation insurance personalization platform known as Fusion CORE.  The company believes artificial intelligence is the key to unlocking the value that truly personalized offers can provide to customers and clients.  Personalization driven by artificial intelligence allows travel providers using the company’s platform to deliver the products and services that best resonate with an individual consumer, increasing both partner revenue and customer satisfaction.

The CORE platform uses machine learning and predictive analytics to enhance customer experience and maximize ancillary revenue for some of the world’s leading travel suppliers by tailoring product offerings to better meet customer needs based on their itinerary.  Allianz expects that increased personalization driven by artificial intelligence will be a key differentiator for its ecommerce partners.  Developed by Allianz ecommerce company Fusion, the CORE platform delivers world-class intelligence and marketing sophistication to partners around the globe. 

“We’re proud to have pioneered the use of real time A/B and multivariate testing and personalization in the travel market, and we’ve taken another step in our insurance innovation leadership by introducing machine learning into the platform,” said Mike Nelson, CEO of Global Travel Insurance at Allianz Global Assistance USA.  “By incorporating artificial intelligence into our CORE platform, we’re able to improve personalization and scale it for millions of unique offers.  This provides the best possible products and experiences for consumers and enhances revenue opportunities for our partners.”

Allianz will deploy further advancements to its platform later this year that will use artificial intelligence to dynamically take into account the full context of the consumer’s trip, which will help to deliver the most appropriate product.  The company will roll out the next iteration of its artificial intelligence-powered platform in early 2019, which will pair consumer information with relevant product components, leading to further offer personalization.

“Not only have we developed an ambitious artificial intelligence roadmap, but we’re already speeding down that road,” said Bob Dufour, CEO of Fusion Company.  “While other insurance companies are still trying to figure out how to best use artificial intelligence to drive ecommerce sales, we have successfully deployed AI to deliver highly personalized offers to consumers with dramatic improvements in insurance conversion rates.  Research shows that consumers are four times more likely** to accept a personalized offer, so the opportunity for our partners is significant.”  

The new platform excels in personalizing offers in an increasingly complex ancillary revenue environment.  It works across multiple channels (app, web, call center, mobile and email) and locations (booking path, check-in, managed reservations, etc.), and takes into account seasonal pricing and content variations.  It also maximizes offer performance by selecting products based on the specific attributes of the customer and their trip.  The platform uses proprietary algorithms and accelerates the testing process by allowing for fast, mass-processing of data and removes behavioral bias in results and is available globally, accommodating multiple languages and currencies.

**Guy Marion, Ph.D., “3 Things Marketers Need to Know About Succeeding with Personalization.” Autopilot, 2016.



Allianz Global Assistance USA (AGA Service Company) is a leading consumer specialty insurance and assistance company.  We serve 35 million customers annually and are best known for our Allianz Travel Insurance plans. In addition to travel insurance, Allianz Global Assistance USA offers tuition insurance, event ticket protection, registration protection for endurance events and unique travel assistance services such as international medical assistance and concierge services. The company also serves as an outsource provider for in-bound call center services and claims administration for property and casualty insurers and credit card companies.


*Terms, conditions, and exclusions apply to all plans.  Plans are available only to U.S. residents.  Not all plans are available in all jurisdictions.  For a complete description of the coverage and benefit limits offered under your plan, carefully review your plan’s Letter of Confirmation/Declarations and Certificate of Insurance/Policy.  Insurance coverage is underwritten by BCS Insurance Company (OH, Administrative Office: Oakbrook Terrace, IL), rated "A-" (Excellent) by A.M. Best Co., under BCS Form No. 52.201 series or 52.401 series, or Jefferson Insurance Company (NY, Administrative Office: Richmond, VA), rated "A+" (Superior) by A.M. Best Co., under Jefferson Form No. 101-C series or 101-P series, or Nationwide Mutual Insurance Company and Affiliated Companies (One Nationwide Plaza, Columbus, OH 43215-2200), under Form Nos. SRTC 2000 and NSHTC 2500, each rated “A+” (Superior) by A.M. Best Co., depending on state of residence.  Allianz Global Assistance and Allianz Travel Insurance are brands of AGA Service Company.  AGA Service Company is the licensed producer and administrator of these plans and an affiliate of Jefferson Insurance Company.  The insured shall not receive any special benefit or advantage due to the affiliation between AGA Service Company and Jefferson Insurance Company.  Non-insurance benefits/products are provided and serviced by AGA Service Company.