The purpose of the research was to design a digital branding model in the insurance service industry with a focus on artificial intelligence technology. In terms of purpose, this research is applied and descriptive-analytical. The research method is qualitative and its statistical population includes 17 academic experts in the field of brand management and insurance industry. To select the sample, the snowball sampling method was used and finally 13 people were selected as the final sample until reaching the theoretical saturation point. The data collection tool in the qualitative section is semi-structured interviews, and data analysis is done using data base theory. The data were analyzed in three stages including open, central and selective coding. In total, 90 codes were extracted and these codes were explained in the form of six main categories and several subcategories. The results showed that the causal factors include (technological changes; customer behavior change; competition in the insurance industry; digital market development; economic pressures); Background conditions including (technology infrastructures; regulations and laws; cultural and organizational readiness; market analysis and customer behavior; data development and access); Intervening conditions include (technological changes; economic changes; social and cultural changes; laws and regulations; market changes); Strategic factors include (personalization of services; optimization of communication; creation of a unique experience; innovation in business models; strengthening of organizational culture); The consequences include (increasing customer satisfaction; improving organizational efficiency; strengthening the brand; creating a competitive advantage; sustainable development).