This study aims to investigate the factors that influence the adoption of Generative artificial intelligence (GEN-AI) in insurance companies by utilizing the technology-organization-environment (TOE) framework.This study employs the TOE framework to examine the factors that impact the GEN-AI adoption at organizational level and was conducted on 307 insurance company managers and analysed using partial least squares (PLS). The research offers insurance companies and policy maker insights and recommendations for GEN-AI adoption. The empirical results reveal that relative advantage (RA), perceived compatibility (PC) and top management support (TMS) significantly influence GEN-AI adoption, CP, OR have positive effect on TMS, but perceived compatibility (PC) cannot significantly influence GEN-AI adoption. TMS mediates between competitive pressure（CP） and GEN-AI in insurance firms, and it also mediates between organizational readiness (OR) and GEN-AI. This study provides countermeasure advice to AI technology developers, insurance company manager, and practitioners.