Sureify Product Team Observations: The AI Hype vs. The Modernization Reality at ITC Vegas

The recent ITC Vegas conference solidified a dichotomy at the heart of the life and annuity industry. While the hype around Artificial Intelligence (AI) has reached a fever pitch, the core, foundational challenges of legacy systems and data are what truly demand attention. Sureify’s product team observed critical shifts in technology trends and received strong validation that the industry’s primary need is still fundamental modernization.

The Evolution and Overload of Agentic AI

Rob Anagnoson, VP of Product, noted that the chatter at ITC Vegas confirms the significant progress in the conversation around AI in just two years. Two years ago, AI mentions were lip service to AI and superficial chatbots. Last year saw legitimate problems being solved with LLMs, and this year, the dominant trend was Agentic AI. Senior Product Designer DJ Mackintosh commented that the sheer volume of AI emphasis was undeniable, with “at least 75%” of exhibitors featuring the technology. This proliferation, however, amplifies the ambiguity surrounding the true application of AI. For example, the definition of “agentic AI” lacked consensus, ranging from basic wrappers around foundation models to solutions that were not truly agentic.

The Core Problem: Modernization Must Precede AI

Despite the dozens of AI solutions showcased, Product Manager Kelli Richardson observed that carriers continue to struggle with effectively applying them and remain focused on solving “fundamental, traditional problems first”. This strongly validates Sureify’s long-standing message that AI adoption is difficult, if not impossible, without first addressing two non-negotiable foundations:

• Modernizing Core Systems: Legacy systems pose significant challenges, as they are often not scalable or compatible with emerging technologies.
• Structuring/Organizing Data: AI systems are dependent on clean, organized data. If the data foundation is flawed, the AI will fail to perform.

VP of Product Operations Ryan Swanson echoed this, noting that ITC Vegas keynotes stressed the importance of understanding problems first, as “AI is not going to solve them for you if you don’t have a good plan in place.”

Emerging Technology Trends at the Core

Amid the pervasive AI enthusiasm, the product team observed three subtle but significant technology trends that indicate how carriers are beginning to tackle foundational issues:

• The Rise of Headless Architecture for AI: There is a growing understanding that to deploy AI effectively, systems must be decoupled from the front-end user interface. This headless architecture enables AI engines to perform complex, data-intensive work in the background, then surface options to users in creative and flexible ways across various channels. This approach ensures AI can meet users where they are, rather than forcing interaction through a rigid portal.
• AI-Assisted Code-Based Configuration: A notable trend observed was a shift toward greater emphasis on AI-assisted code-based configuration, accompanied by a slight retreat from simplistic “no-code” or “low-code” tools for complex core processes. As AI increasingly assists with complex engineering tasks, code completion, and understanding legacy code, carriers are focusing on leveraging AI to augment professional developers working within the core code environment.
• The “System of Nothing” Concept: A strong keynote theme emphasized the need for differentiation by serving the customer and meeting them exactly where they are. This strategic shift requires moving beyond the traditional portal model to a “System of Nothing” philosophy. This approach aims to eliminate the mandatory log-in friction, instead delivering service and information directly into the agent’s or customer’s preferred workflow, such as email or their own unified systems.

The Need for a Trusted Partner

Principal Product Manager Sherri Isaacson observed an underlying market need for confidence. The industry is actively seeking “reassurance — that their insurance company is keeping up and not being left behind.” Critically, this translates into a search for a “trusted partner” they can turn to, feeling comfortable enough to ask any question, knowing they will receive thoughtful, respectful answers. The volume of engagement Sureify saw at ITC Vegas indicates that carriers are recognizing the profound need for foundational modernization and dependable guidance.

Looking Ahead

Current market conditions underscore the industry’s need for foundational modernization, and Sureify’s data and workflow engine, CoreCONNECT, is poised to play a significant role in ensuring carriers have the necessary foundation to leverage AI effectively. Following ITC Vegas, the product team is both energized to support these immediate needs and eager to strategically prepare for the next steps once these foundational challenges have been resolved.