Gaye Erdek

Gaye Erdek is a marketing specialist and researcher focused on consumer behavior in the insurance industry.

She is based in Istanbul and works inside the market through a brokerage.

Most Recent

Why Fear Doesn't Sell Insurance

Insurance marketing's central challenge isn't explaining risk—it's building trust that makes invisible future value feel worth purchasing today.

Six Things

Why Are Insurance Jobs Disappearing?

By Paul Carroll

The latest jobs report for the U.S. highlighted a surprising decline in employment in insurance. I have a theory about the reason -- and it's not AI.

The Dangers to Insurers From Reward Hacking

AI agents optimizing for bind rates may exploit underwriting systems the same way OpenAI's test agents hacked shared infrastructure.

Where Insurance AI Deployments Stall

Most P&C carriers have AI in production, but almost none achieved adoption because models sit beside claims decisions, not inside them.

Insurance Claims Data Needs Better Context

The insurance industry's data problem isn't scarcity — it's the inability to confidently compare claims benchmarks across different sources and populations.

Making Innovation Stick in Insurance Organizations

Sustainable innovation in insurance requires organizations to master change adoption through culture building and strategic training design.

Don't Speed Up Work; Eliminate It

Insurance broker software should be evaluated not by features but by how many redundant data transfers it eliminates across systems.

A Way to Tackle Rising P&C Deductibles

Rising deductibles are shifting more storm damage costs to property owners, creating a gap between coverage and affordable recovery.

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