The insurance industry, in light of rapid technological advancements and particularly the emergence of artificial intelligence, necessitates novel approaches to branding. Digital branding, as an effective tool for attracting and retaining customers, can play a crucial role specifically in the insurance services sector. This research aims to identify and analyze the effective drivers in designing the future model of digital branding within the insurance services industry, emphasizing artificial intelligence technology. The objectives of this study include providing data-driven insights for optimizing branding processes and developing digital products in this industry. The present study is applied in nature, adopting a post-positivist approach and utilizing fuzzy Delphi methods for screening factors and the Markus method for prioritization. Data were collected through interviews with senior managers in the insurance industry and a review of the literature. Initially, 22 factors were identified, from which 9 final factors were selected after screening using the fuzzy Delphi method. The results indicate that among these drivers, development and access to data, service personalization, and real-time analytical capabilities were identified as the most important and prioritized options. The findings underscore the significance of investing in cutting-edge technologies and data-driven strategies to enhance customer experience and ensure rapid response to market changes. The current research has identified and prioritized factors influencing digital branding in the insurance industry with a focus on artificial intelligence. Based on the findings, it is recommended that insurance companies pay attention to technological advancements and the evolving needs of customers, utilizing digital tools and artificial intelligence as key strategies to enhance brand effectiveness and customer satisfaction. The innovation of this research is in combining Fuzzy Delphi and Marcus methods to identify and prioritize the drivers of digital branding in the insurance industry with a focus on artificial intelligence. This approach allows for a more detailed analysis of key factors and helps insurance companies implement data-driven strategies and new technologies in a targeted manner.