For years, the first step in learning about insurance was visiting an office, making a phone call, or, in some cases, searching on Google. Today, that entry point is changing.

More and more people are using ChatGPT as their first place to ask questions, where they clarify doubts, compare options, and arrive at their conversation with a broker much further along in the decision process.

In this new scenario, the question is inevitable: what role will artificial intelligence play in insurance distribution, and how should brokers adapt to this new starting point?

ChatGPT as a New First Informational Touchpoint

The platform’s growth is impossible to ignore. According to figures shared by OpenAI, ChatGPT now receives around 2.5 billion queries per day, doubling the 1 billion reported just eight months earlier (TechCrunch, 2025)

To put this into perspective, Google was created in 1998 and today processes between 13.7 and 16.4 billion searches per day. ChatGPT was launched in 2022 and, although it has not yet reached the volume of traditional search engines, its extraordinarily rapid growth is positioning it as a first layer of interpretation and synthesis of information.

Studies such as the AI Visibility Index by Semrush (2025) show that an increasing number of informational queries are moving from traditional search engines to conversational assistants, where users look for explanations, comparisons, and guidance, not just a list of links.

In insurance, this dynamic makes particular sense. Insurance products are complex, technical, and full of fine print — exactly the type of information policyholders often prefer to “translate” and better understand before speaking with an expert.

How Insurance Customers Use ChatGPT for Guidance

Insurance customers are increasingly turning to ChatGPT for several types of questions:

Conceptual Questions
“What does home insurance cover?”
“What’s the difference between third-party coverage and comprehensive insurance?”

Preliminary Comparisons
“What is better for a new car?”
“What exclusions are common in basic policies?”

Translating Technical Language
“Explain these exclusions in simple terms.”

Preparing to Speak With a Broker
Users arrive with more precise questions and a clearer understanding of the context.

In this sense, ChatGPT works as an initial information filter, removing the feeling of “not understanding anything” before speaking with a professional.

How Brokers Can Take Advantage of This New Scenario?

Rather than representing a threat, the growing use of ChatGPT opens up clear opportunities for both brokers and insurance customers.

The key lies in understanding what artificial intelligence contributes and where the human factor remains essential.

More Prepared and Focused Initial Conversations

Clients now arrive better informed: they have already clarified basic concepts, compared options, and understood general terminology.

For brokers, this means less time explaining fundamentals and more time analyzing real risks and specific client needs.

For customers, it means clearer, faster, and more meaningful conversations.

AI as a Daily Support Tool

Artificial intelligence can already be used as a support tool to:

• Summarize and simplify insurance policies
• Compare coverages and policy conditions
• Prepare clear explanations for clients
• Draft professional and consistent communications

When used properly, AI does not replace the broker, it enables them to work more efficiently and deliver clearer service.

Content Designed for This New Ecosystem

The AI Visibility Index by Semrush shows that professionals who present information in a clear, structured, and explanatory way are more likely to appear indirectly in AI-generated answers.

For brokers and insurance firms, this means that producing well-structured educational content can increase their visibility in this emerging informational ecosystem.

Reinforcing the Human Value

Artificial intelligence can explain.

But brokers interpret, prioritize, advise, and assume responsibility.

That value does not disappear with AI. In fact, it becomes even more important. In a world where information is abundant, trust, professional judgment, and human connection become stronger differentiators than ever.

A New Starting Point, the Same Core Value

ChatGPT is changing how customers learn about insurance — but it is not changing the value of the broker.

By acting as a first filter of information, artificial intelligence allows conversations to begin at a more advanced stage.

In this new environment, brokers who learn to leverage AI, adapt their content, and reinforce their advisory role will not lose relevance — they will strengthen it.

Because when information multiplies, professional judgment becomes the true differentiator.