New data shows AI searches outpace Google in concentrating insurance visibility

New data shows AI searches outpace Google in concentrating insurance visibility, with Australian consumers increasingly seeing a narrow set of insurers in AI-driven results, according to Somantra. The firm tracked 20 insurance brands across 34,278 real consumer conversations on Google AI Overviews and ChatGPT during May 2026. It found that seven in 10 detailed queries returned responses that mentioned no insurer at all, leaving a “brandless” gap that insurers have largely not addressed. Allianz recorded the highest combined attention with 13,437 mentions across both platforms, followed by NRMA at 12,524 and Budget Direct at 10,708, while Ozicare appeared in 62 conversations, Coles Insurance in 517, and Qantas Insurance in 895. GlobalData’s separate poll suggested the broader insurance industry remains cautious about AI maturity. Arun Prasad of Somantra said the window to capture AI visibility is closing as long-tail brands get claimed by whichever one appears first with the content AI engines trust.