Briefing: What must not be lost as insurance quotes emerge on ChatGPT

Insurance’s shift to making use of ChatGPT to provide quotes has well and truly begun, with several providers recently deciding to sell products through the chabot.

The move follows Open AI’s decision in February 2026 to approve an artificial intelligence (AI) application from an insurance provider on ChatGPT for the first time.

Built by Tuio, a Spanish digital insurer, the proposition enables users to receive personalised home insurance quotes within the conversational interface.

The move meant that, for the first time, an insurance provider could distribute its products and offer quotes directly inside an AI platform.

Unsurprisingly, other firms have quickly followed. For example, just a few days later, MoneySuperMarket launched a ChatGPT application, which includes automated car insurance quotes for customers.

Go Compare then launched its price comparison services via an app on ChatGPT, while Aviva and Simply Business have also made apps for customers on the chatbot.

More demand

The shift comes as consumer openness to AI-generated insurance quotes grows in the UK.

According to a GlobalData survey, published on 26 May 2026, 42% of respondents would be comfortable receiving an insurance quote via a chatbot, including 12.8% who said they would be very comfortable.

The survey was conducted in Q4 2025 and featured a panel of consumers aged 18 and over, with 4,010 respondents.

So, as more consumers are willing to use conversational AI for straightforward tasks such as quotes and comparisons, it seems that insurance firms may miss out on key business if they do not have a digital presence on chatbots or use AI to help with distribution.

Therefore, while traditional channels will not be forgotten about and still be used by customers, expanding distribution strategies to include AI looks like it is becoming essential.

As Ella Greenway, a marketing analyst at software house Open GI, said on LinkedIn on 1 April 2026: “As digital distribution changes with the ever-evolving capability of AI, considering your ability to distribute through AI is becoming a non-negotiable part of insurance distribution.”

Communication essential

At the same time, however, while chatbot-led journeys are gaining traction, resistance remains in the UK.

GlobalData said its survey also showed that 33.6% of respondents would feel uncomfortable receiving quotes via a chatbot, while 24.5% were neutral, pointing to ongoing barriers that continue to limit broader adoption.

Sahil Haider, insurance analyst at GlobalData, said: “Increasing consumer openness to conversational AI presents both challenges and opportunities for insurers and digital distributors, particularly in travel insurance where purchase decisions can be complex.”

For me, one way to overcome challenges is clear communication, ensuring that chatbot interactions are understandable and decisions are transparent.

For example, according to data published by NPS Prism in September 2024, when insurers transparently explain the reasons behind premiums, the likelihood of policy renewal improves by 25% for car insurance and 14% for home insurance.

“Effective communication during the renewal process is crucial,” the firm added.

Therefore, as insurance transitions to chatbots, delivering personalised digital journeys without compromising clarity is essential.

As Haider explained: “Those that fail to make chatbot interactions understandable and reliable risk losing consumers at the comparison stage, while those that get it right can strengthen engagement and compete more effectively in an increasingly competitive digital marketplace.”