Insurance companies are often perceived as being conservative in their approach and slower to embrace changes. Unfortunately, such inertia is no longer a viable option. Simply put, insurers who fail to embrace the cognitive journey will likely cede the important strategic advantage to competitors and new market entrants already riding the wave. Conversely, organizations that try to do too much too soon in pursuit of first-mover advantage in the R&CA space may also be at risk. Running a manageable set of pilot programs at the outset of the journey to test cognitive automation capabilities is a more sound strategy. This approach can enable the insurer to align business outcomes with the expectations and facilitate a smoother implementation downstream. Once pilot results prove out, a longer-term strategy can be leveraged to define how cognitive automation should be blended into the fabric of the organization.