Original text here from Patrice Bernard (LinkedIn)
In a broad diversification move, Experian has announced in the United States the deployment of its insurance comparison tool on ChatGPT, the flagship generative AI platform that companies now feel compelled to be present on to reach mainstream audiences.
The application — officially available on the OpenAI marketplace — lets consumers search for coverage, initially only for car insurance, through a conversational interface that aims to be more intuitive and “free” than the static forms typically used. In the background, it compares offerings from 37 different insurers, dynamically evaluating them against personalized criteria that evolve through the interaction.
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Results are adapted to the medium: instead of industry-style summary tables, the tool focuses on answering users’ questions about recommended products, such as which guarantees are included or what optional coverages exist, using clear, easy-to-understand language. However, those who want a formal quote at the end of their exploration are redirected to Experian’s dedicated site.
At this stage, it’s important to note that the ChatGPT integration remains relatively limited. While the AI core is used for natural language processing — interpreting questions and generating responses — the comparison engine itself is entirely based on Experian’s original system, built with its proprietary expertise and aggregated data. The novelty lies exclusively in the communication mode used for querying it.
Here, we see, to some extent, the traditional phase of adopting a new channel — similar to how businesses initially adapted practices for smartphones or social networks. The first phase typically involves porting existing practices onto the new medium to project a pioneering image, even if it won’t last. If these early experiments attract an audience, a second wave may follow — one that will seek to leverage the medium’s specific features to deliver a truly reinvented experience.
