40% of insurance customers now use AI to compare products before buying
More than 40% of consumers turn to AI platforms when deciding which insurance products to purchase, according to a new study. The tools help customers compare options and fill gaps in their understanding of coverage.
The finding reflects a shift in how people research insurance. Rather than relying solely on agents or company websites, customers increasingly rely on AI-powered comparison tools to evaluate policies side by side.
What this means for insurers
The trend has immediate implications for how insurance companies reach customers. As AI platforms become a primary decision-making tool, insurers need to ensure their products are properly represented in these systems.
In China, the insurance sector has already begun adapting. Recent initiatives include AI for Insurance programs and agent training platforms designed to help the industry keep pace with customer behavior.
Ping An, China's largest insurer, reported securing approximately $4.5 billion in sales during the first quarter of 2026 through AI agent assistance-a sign that integrating AI into sales processes can drive measurable results.
The broader context
China's insurance regulator has outlined a 20-point plan to mobilize the sector around science and technology innovation. Life insurers are also being urged to rebuild their digital ecosystems with families as the central focus.
The shift reflects a broader industry recognition that Generative AI and LLM tools are reshaping customer expectations and competitive dynamics. Insurance companies that ignore these changes risk losing customers to competitors who meet people where they already search for information.
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