Bajaj Life Insurance has started advertising on ChatGPT as part of its efforts to engage consumers using artificial intelligence for research, discovery and financial planning.
The move reflects a shift towards conversational search, where users ask detailed questions, provide personal context and use follow-up prompts when researching financial and protection products. The company said the initiative forms part of its ongoing experimentation with digital platforms to simplify insurance discovery.
Chandramohan Mehra – Chief Marketing Officer – Bajaj Life Insurance, said, “It’s about us being relevant and aligning with changing customer behaviour, which is increasingly leaning towards AI-centred research, discovery and planning for financial and protection needs. This is in line with our efforts to consistently experiment and learn as we work towards our larger goal of making insurance discovery simpler and more customer-centric.”
This changing behaviour is creating a new layer of digital discovery, where consumers explore questions conversationally instead of relying only on regular search. As a result, customer research has become more detailed, with users asking full questions in their own words, adding context about their situation, and following up until they get an answer. This is especially relevant for financial decisions, which usually need more than a single search to settle.
