UK consumers are becoming more willing to use conversational AI for straightforward insurance tasks such as quotes and comparisons. More than two in five UK insurance consumers said that would feel comfortable receiving an insurance quote from a chatbot, according to a survey by GlobalData, a leading intelligence and productivity platform.  

GlobalData’s 2025 UK Insurance Consumer Survey* indicates that 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 highlights that while chatbot-led journeys are gaining traction for simpler quotation and comparison interactions, resistance remains significant. The findings show 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, comments: “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.”

VisitorsCoverage has recently launched a ChatGPT-powered comparison app designed to help consumers research, compare, and purchase travel insurance policies using natural language. The tool allows users to describe trip plans and coverage needs, receive tailored quotes, compare options across multiple providers, and review policy details before completing the purchase through the VisitorsCoverage platform.

Haider adds: “Travel insurance is a natural fit for chatbot-led distribution because trip requirements vary significantly, and many customers are uncertain about which cover they need. If AI tools can reduce friction and explain options clearly, they can improve conversion; however, providers must address trust, transparency, and data concerns to avoid alienating a sizeable portion of customers.”

Haider concludes: “As AI-enabled comparison tools become more common, insurers and distributors will face additional pressure to deliver simple, personalized digital journeys without compromising clarity. 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.”

*GlobalData’s 2025 UK Insurance Consumer Survey was conducted in Q4 2025, with respondents recruited via an online panel. The survey featured a panel of consumers aged 18+, with 4,010 respondents.