Aviva expands ChatGPT distribution channel

Aviva expands Chat GPT distribution channel Life Insurance International · Miha Creative via Shutterstock.com. Global Data Financial Services Tue, June 16, 2026 at 11:18 PM GMT+7 2 min read A Global Data 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 Chat GPT 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.