Artificial Intelligence Adoption and Ethical Governance in Australian Insurance: Evidence from Web-Based Content Analysis

Abstract

The findings of this study indicate that although artificial intelligence (AI) is increasingly embedded in operational practices across the Australian insurance sector, explicit engagement with ethical AI principles remains limited. Based on an analysis of 156 AI-related web pages from Australian insurers, the results show that 58% of companies do not reference any AI Ethics Principles, highlighting a gap between AI adoption and ethical governance. The predominance of operational themes over governance-oriented discourse suggests that ethical considerations are not yet systematically integrated into public-facing communication strategies. While certain principles, particularly human wellbeing and privacy, receive greater attention, others such as accountability and contestability remain comparatively underrepresented. This imbalance indicates a structural gap between technological implementation and transparent ethical articulation. From an actuarial and governance perspective, strengthening the visibility and consistency of responsible AI commitments may enhance stakeholder trust and support sustainable innovation. This study provides one of the first empirical assessments of publicly articulated ethical AI governance in the Australian insurance sector; future research could extend the analysis to international markets and additional data sources.