A GlobalData survey found that UK consumers are becoming more open to AI-powered insurance interactions, creating opportunities for insurers to expand conversational distribution channels. Meanwhile, Aviva has extended its ChatGPT app to life insurance applications, enabling customers to obtain an initial quote through a conversational AI interface before completing their purchasing journey online.
GlobalData’s 2025 UK Insurance Consumer Survey found that 41.9% of respondents would be comfortable receiving an insurance quote from an AI chatbot. This increase compared to 2024 was driven by growth in the proportion of respondents who stated they would be either “very comfortable” or “quite comfortable.” At the same time, the proportion of consumers who were uncomfortable receiving chatbot-generated quotes fell to 33.5% in 2025, suggesting familiarity with AI-enabled services is gradually improving.
Against this backdrop, Aviva has expanded its ChatGPT app to include life insurance applications, building on its previous rollout for home insurance in March 2026. Customers can receive an initial quote through ChatGPT before being directed to Aviva’s website to complete the application process. The move reflects growing insurer interest in conversational AI as an additional customer acquisition and engagement channel, with providers increasingly exploring how generative AI can simplify complex purchasing journeys and make insurance products more accessible to consumers.
GlobalData’s survey findings indicate that while consumer sentiment remains mixed, acceptance of AI-led insurance interactions is moving in a positive direction. As generative AI tools become increasingly embedded in everyday activities such as shopping, banking, and customer service, consumer familiarity with conversational interfaces is likely to increase further. This should help reduce concerns about AI-assisted insurance journeys over time and create a more favourable environment for insurers introducing chatbot-led quotation and application processes. For insurers, this creates an opportunity to use conversational AI to simplify quote generation and improve customer engagement—particularly in product lines where customers may benefit from a more guided and personalised purchasing journey.
“Aviva expands ChatGPT distribution channel” was originally created and published by Life Insurance International, a GlobalData owned brand.
