Seventy per cent of detailed, high-intent insurance queries on AI search engines fail to name a single insurer, according to the May 2026 AI Search Visibility Report from brand monitoring platform Somantra. The analysis of 34,278 consumer conversations across 20 Australian insurers shows that for questions like claiming pet insurance overseas or new car discounts, Google AI Overviews and ChatGPT return no brand in seven out of ten cases - a gap that is widening as early movers claim territory.
High-intent queries leave brands invisible
The study focused on questions that signal purchase readiness. When a consumer asks for practical help - step-by-step claims guidance, discount criteria, cover details abroad - the AI answer is most useful, yet most likely to omit a provider. Somantra founder Arun Prasad said the unbranded responses "represent a market opportunity for companies to adjust their digital content to ensure they are included in AI-generated answers." He warned that the window for action is closing as competing brands lock in these positions.
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A handful of brands dominate the mentions
When AI platforms do name an insurer, visibility concentrates heavily. On ChatGPT, three brands claimed 50% of all insurance mentions, and nine brands captured 90% of total visibility. Google AI Overviews showed slightly more spread, with four brands taking half the mentions and eleven accounting for 90%. The remaining companies face long odds of appearing anywhere in an AI-generated answer.
Google and ChatGPT rarely agree
The two major AI search engines also diverge sharply on brand recommendations. Across 4,380 queries where both named a specific insurer, the same top company appeared in both only 27.9% of the time - a modest rise from 23.7% in March. In roughly seven of ten identical queries, consumers see entirely different brand suggestions depending on the platform they use.
Why this matters for insurance professionals
For teams in claims, underwriting, policy management, or digital distribution, the report makes one thing plain: AI search engines are deciding which insurers get considered, and they often do it without reading a brand's content. The unbranded space is large, but the few companies visible today are building an advantage that becomes costlier to challenge each month. AI for Insurance Courses give professionals the skills to structure claims guides, policy details, and FAQ pages so that AI models treat them as authoritative sources. The data shows the market is moving fast - and the opportunity to claim unbranded answers will not stay open long.
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