'AI role-playing service' set for launch
Linked to all product and consulting education
Samsung Life announced Monday it will launch an "AI role-playing service" in mid-September that uses artificial intelligence to sharpen the skills of its consultants.
The service features an AI digital human that plays the role of a virtual customer, allowing consultants to practice conversations as if they were advising real clients and repeat the training as many times as needed.
Consultants select a customer type and consultation scenario, and the AI simulates the range of situations that can arise in actual sales settings. Before each session, the system provides learning materials including relevant scenarios and techniques for handling objections; afterward, it analyzes the conversation and the consultant's responses to deliver personalized feedback and a record of training history.
Samsung Life said the service uses a large language model-based conversational engine incorporating specialized insurance knowledge, enabling interactions that closely mirror real consultations. Consultants can repeatedly practice their responses to a wide variety of customer questions and reactions, building situational competence over time.
The company plans to integrate the service into product and consulting education for all its consultants. Complementing existing in-person group training, the initiative will allow consultants to practice any consultation scenario on their mobile devices, at any time and place, at their own pace — expanding individual training opportunities and raising the quality of advice delivered to customers.
The Financial Services Commission designated the AI role-playing service an innovative financial service in the generative AI category in July.
Samsung Life said it will use feedback from early operations to improve the service's stability and completeness, and will gradually expand its educational content to cover a broader range of products, customer types and consultation scenarios.
The service was co-developed with Kleon, an AI digital human company. Samsung Life combined Kleon's AI digital human technology with its own in-house training expertise and insurance knowledge, and built a proprietary LLM-based conversational model tailored to insurance consulting. Kleon has maintained a technology partnership with Samsung Life since being named the top life insurance company in the Samsung Financial "C-Lab Outside" program in 2022.
Members of the public can try the service before its official launch. Samsung Life will operate a demonstration booth for the AI-based financial consultant role-playing service at the Samsung Financial Networks stand during "Try Everything 2026," a global startup festival held at Dongdaemun Design Plaza on Wednesday and Thursday.
"The AI role-playing service is an example of bringing innovative technology to the insurance sales floor through collaboration with an outstanding startup," a Samsung Life official said. "We will continue to expand partnerships with leading companies to raise the quality of service that customers experience."
Meanwhile, Samsung Life received the Minister of Science and ICT Award — the top prize in the AI transformation innovation category — at ICT Award Korea 2026 on Aug. 27 for its "AI CX (customer experience) writing system." The company took first place in the AI transformation innovation category in recognition of its work redesigning workflows using AI technology and improving user experience and productivity.
kimstar@heraldcorp.com
