Market2026-08-28
US carriers have begun selling policies inside ChatGPT, with Liberty Mutual the first major one and Plymouth Rock following, after OpenAI opened its platform to consumer insurance apps in February. A J.D. Power study found 29% of auto and home customers now use AI to research or shop for coverage, and a third of those researching prefer outside AI tools to their insurer's own. No regulator has addressed who is paid when a sale never reaches an agent.
What changed
Insurance quoting and shopping ran through carriers' own sites and agents.
What it unlocks
Buying auto and home cover through a chat assistant without an agent in the transaction.
- 29% used AI to research coverage
- 42% of AI shoppers completed a purchase
- NAIC bulletin adopted by 23 states
Sources