Industry leaders unveil AI Code of Conduct 

Industry leaders have come together to introduce the AI Code of Conduct aimed at ensuring transparency, accountability, and fairness in the implementation of artificial intelligence (AI) across the insurance claims sectors.  

During the official launch, driving force behind the movement Eddie Longworth, Director, JEL Consulting provided insight into the origins of the development of the code tracing it back to a class action lawsuit against an American health firm which alleges that a computer algorithm rejected more than 300,000 claims in a two-month period with an average 1.2 seconds consideration per claim.  

Eddie explained that the idea of the code therefore emerged from a desire to bridge the gap in understanding and comprehension of AI applications in the claims and supply chain industry.  

In mid-2023 Eddie initiated plans and over time gathered a diverse group of 120 individuals from various sectors aligned to develop the AI Code of Conduct. The primary principles of the code revolve around fairness, accountability, and transparency.  

It emphasises the need for justifying AI-influenced decisions, maintaining human oversight, and addressing potential biases. 

Eddie explained, “It’s a code built on general principles, and we’ve tried to make it applicable to any carrier, supplier or individual that works within the claims space. We’ve worked hard to make sure that it can be applied in a lot of different situations, but there are certain immutable principles behind the code.” 

The voluntary code is reliant on the morals and ethics of organisations and individuals rather than regulatory enforcement. The aim is to ensure that the use of AI is explainable, comprehensible, and fair, fostering trust among stakeholders, including consumers. 

Member of the Steering Group for the code, Ian Hughes, Founder, Consumer Intelligence shared historical anecdotes about AI, underlining the need for ethical considerations. He stressed the importance of instilling good ethics in AI systems from the outset to avoid unintended consequences. Ian pointed out that the pace of AI development requires a responsive code of conduct, providing clear guidelines without waiting for regulatory bodies. 

Chris Sawford, MD of Verisk Claims UK, a contributor to the Code, said: “As a leading UK claims analytics and technology provider, we recognise the transformative power of artificial intelligence and the value of a core set of responsible principles to promote fairness, transparency, privacy, and accountability in the claims industry.” 

Jeremy Trott, Claims Director at Ecclesiastical Insurance – one of the first insurers to sign up to the Code – commented: “It’s really important that the industry is open and transparent with how we implement AI, especially in keeping customers informed of how we use it. This Code will help insurers and suppliers to make sure our priorities are right when we make important decisions around AI’s usage.” 

Eddie reiterated the code is a ‘living document’ that can adapted to industry developments and its success depends on widespread adoption and continuous collaboration within the industry. 

To find out more about the code visit: 


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