Generali Poland

Generali Poland — part of the Generali Group, which serves 68 million customers across 50+ countries — operated in one of Europe's most competitive insurance markets with a fragmented martech stack. Data spread across disparate tools made it impossible to build a unified customer view, leaving marketing and sales teams working from incomplete, siloed signals. The result was a disjointed multichannel strategy: website visitors received generic experiences, lead quality suffered, and the sales cycle stretched longer than necessary. In a P&C market where conversion speed and lead intent directly drive revenue, the status quo was a measurable growth constraint.

After evaluating multiple vendors, Generali Poland and their agency Media & Leads Polska selected Zeta's AI-Powered Marketing Cloud as the implementation platform. Rather than a full-scale rollout, the team ran a focused pilot on website activation — a deliberate choice that contained risk while generating clear ROI signals. Zeta's predictive ML scoring engine analyzed first-party behavioral signals in real time, assigning engagement scores to website visitors and dynamically surfacing individualized messaging and promotions based on intent level. This replaced a rules-based personalization approach with model-driven individualization that adapted continuously to visitor behavior. The integration unified Generali's existing first-party data and scaled across multiple insurance verticals — car, home, business, and agriculture — within a single activation layer.

The pilot delivered measurable improvements in both lead quality and sales efficiency:

• 24% higher close rate on leads generated through the AI-individualized website, compared to prior lead generation efforts
• Hundreds of sales-ready leads produced — leads that were well-nurtured before reaching the call center
• Reduced time to close, driving incremental revenue at a faster pace

The qualitative signal was equally significant: Generali's call center team, observing the lead quality firsthand, proactively requested the same approach for other business units. That internal demand prompted discussions about expanding into additional Zeta platform modules, including social and programmatic retargeting channels.

• A focused pilot on a single channel (website activation) is an effective way to prove AI value quickly and generate internal buy-in before broader rollout.
• Unifying first-party data into a single customer view is a prerequisite — not an outcome — of effective AI-driven personalization in P&C insurance.
• Predictive ML scoring that prioritizes high-intent visitors improves lead quality, not just volume; measure close rate and time-to-close, not just lead count.
• Individualized experiences that adapt to real-time behavior outperform static rules-based segmentation in insurance contexts where purchase intent shifts quickly.
• Internal teams (e.g., call centers) adopting AI-sourced leads organically is a reliable leading indicator that the implementation is working.