Hiscox UK is taking part in an advertising pilot through agency partner Dentsu, as OpenAI expands its ChatGPT advertising programme in the UK.

The pilot will allow Hiscox to examine how consumers may use AI tools to find information and services, including insurance, as users move away from traditional keyword searches.

Stuart Mahoney, head of acquisition marketing at Hiscox UK, said: “The scale of consumer adoption of ChatGPT, and the capability it puts in the hands of our target audience, is significant. As AI-led discovery develops, the questions for brands are likely to be less about whether these environments matter, and more about how they shape visibility, consideration and the presentation of information."

Mahoney said the pilot will help Hiscox understand the evolving role of AI tools in customer engagement, how insurance-related queries may evolve in conversational environments, and what that could mean for clarity and product representation.

“This pilot gives us an opportunity to learn early and build our knowledge in an area that is developing quickly. Search marketing is a critical part of customer acquisition in insurance," he added. "As AI-driven discovery starts to reshape search behaviour, this is an important area for us to understand if we want to support growth in the right way.”

OpenAI stated that advertisements in ChatGPT are clearly labelled, shown separately from responses and do not influence the answers users receive.

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