Introduction

In this episode, Robin Merttens is joined by Max Richter, EMEA CEO and Global Growth Leader at the mea Platform, to explore why AI in insurance is finally moving from theory into real operational impact.

After years advising insurers on transformation at Accenture, Max made the shift to building technology inside the workflows he once analysed. His view is clear: the industry doesn’t need more AI strategy, it needs systems that actually execute work.

The conversation focuses on a fundamental shift, from using AI to generate insights to using it to get work done. From underwriting to claims and servicing, the opportunity is no longer about reading data faster, but about automating the workflows that sit behind it.

Max also shares why previous waves of automation fell short, what’s changed in the technology landscape, and why this moment feels different. With stronger models, better integration and growing cost pressure, AI is becoming an operating model question, not just a technology one.

In this conversation, Max shares:

Why the industry is moving from AI experimentation to execution
The shift from automating tasks to automating entire workflows
Why “ingestion” is only the starting point, not the end goal
Where AI agents are already delivering real impact in underwriting and claims
How incumbents and new entrants are approaching adoption differently
Why starting with a clear pain point is key to scaling AI successfully
The difference between AI theatre and production-grade outcomes
Why collaboration with underwriters and operations teams is becoming essential

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Max Richter, EMEA CEO: mea: What's changed? Why AI is moving from experimentation to execution (404)