Generative AI is radically transforming the life insurance industry, offering greater personalization, optimized risk management, and better customer experiences. By exploiting data to generate new content, this technology allows insurers to design tailor-made policies and process claims effectively, reducing costs and improving customer satisfaction. However, the adoption of generative AI poses technical, operational, and ethical challenges, requiring robust infrastructures, specialized skills, and a strong commitment to ethics and data protection. To maximize its benefits, the sector must navigate these challenges carefully, ensuring responsible and ethical integration of AI.