Rearchitecting insurance customer experience for the MCP generation

AI is transforming how insurers serve policyholders, detect risk, and operate across increasingly complex technology environments. But one question stands above the rest: Who controls the future of your policyholder and employee experiences, you or your technology vendors?

At Avaya, we believe the answer should be you. That is why we are embracing the open future of AI, building the Avaya Infinity® platform to support Model Context Protocol (MCP).

It is the right move for insurers that need to innovate without abandoning trusted systems, sensitive data, established workflows, or the governance requirements that protect their customers and their business.

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For too long, bringing AI into insurance customer experience has meant choosing between two difficult options:

• Lock in to a single provider's closed ecosystem, limiting flexibility as AI models, regulations, customer expectations, and business requirements evolve.
• Create costly, one-off integrations across policy administration, claims, CRM, billing, knowledge, fraud, workforce, communications, and other systems.

This false choice slows innovation and places additional pressure on already complex insurance technology environments. It can also fragment the experience for policyholders and employees, especially when information is distributed across legacy and modern platforms.

Enter MCP, an open, vendor-agnostic standard designed to help AI models interact with tools, data, and operational logic securely and at scale.

Think of MCP as a universal connection layer for AI. Instead of building a different connection between every model and every insurance system, organizations can create a standardized way for approved AI capabilities to access the enterprise context and tools they need.

As the AI ecosystem evolves, this approach can give insurers greater freedom to innovate while maintaining control over the systems, data, workflows, and customer relationships that make their business unique.

MCP enables AI systems to operate with dynamic awareness of customer, employee, session, and business context.

For Avaya Infinity, this means AI models can deliver experiences informed by relevant information across complex insurance environments. A servicing interaction could draw upon approved policy, claim, billing, CRM, knowledge, and interaction data while respecting the permissions governing each source.

That level of contextual intelligence can be especially valuable for insurers managing thousands of employees, workflows, integrations, products, policies, and customer journeys across multiple lines of business.

A typical insurer may have dozens or hundreds of tools and data sources, including policy administration systems, claims platforms, CRM, billing, knowledge bases, fraud systems, document repositories, data platforms, and workforce applications. At the same time, multiple AI models, copilots, applications, and agents may need controlled access to those systems.

Before MCP, connecting each system to each AI model could require its own point-to-point integration. As the number of systems and AI capabilities grows, so does the development effort, maintenance burden, complexity, and technical debt. MCP changes that paradigm by introducing a standardized intermediary layer. Instead of solving an increasingly complex N x M integration problem, organizations can move toward a more scalable N + M model.

Each enterprise tool can expose approved capabilities through an MCP server, while AI models and applications connect through MCP clients. Once components can communicate through MCP, insurers gain a more flexible foundation for connecting AI with existing and future systems. That can dramatically reduce redundant integration work while protecting investments already made in the technologies and workflows that support policyholders today. This matters because insurance customer journeys rarely live in one application. A single interaction may touch communications, CRM, policy administration, claims, billing, knowledge, authentication, document management, fraud detection, and analytics.

Avaya Infinity with MCP can help connect those technologies, insights, channels, and workflows so insurers can modernize the experience without requiring the entire enterprise architecture to be replaced first.

With MCP, Avaya Infinity users can unlock deeper business value by giving AI access to more relevant context and approved enterprise capabilities.

For insurers, that can mean faster service, more informed claims interactions, more natural conversations, stronger brand consistency, greater employee productivity, and better continuity throughout the policyholder journey.

MCP creates the foundation for generative and agentic AI that is not simply intelligent, but situationally aware of the customer, employee, policy, claim, business process, and permissions surrounding an interaction.