Case Study: AIA Hong Kong & Macau achieves 2x+ growth in customer engagement and financial advisor lead generation with Databricks

Reinventing the insurance digital experience with machine learning

AIA Hong Kong and Macau, serving over 3.3 million customers and 20,000+ advisors, needed to modernize a rigid, on‑premises Oracle data warehouse that left customer data siloed and blocked their ability to build personalized experiences (a 720‑degree customer view). The pandemic and rising digital expectations made it urgent to scale analytics, ingest semi‑structured behavioral data, and deliver recommender models that could target customers and support advisors more effectively.

They migrated to an Azure Databricks Lakehouse to centralize data engineering, analytics and machine learning, using MLflow for reproducible model development. The platform enabled faster experimentation and deployment across 10+ ML projects, drove double‑digit growth in lead generation, more than doubled customer engagement and advisor leads, and improved personalization, operational efficiency and data security.

AIA Hong Kong & Macau

Eason Lai

Head of Digital Solution Architecture, Digitalization and Innovation