[Comparative Survey: 1,000 Queries Each to Generative AI × 1,000 Consumers] How Much Do AI-Recommended Life Insurance Companies Overlap with Consumer Recall? | AI × Industry Survey Report

PLAN-B Marketing Partners Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo; Representative Director: Shinya Fujino), which operates a digital marketing support business, conducted a survey targeting the life insurance industry to clarify how companies are mentioned on AI and what information is conveyed, and has published a report.

This survey involved a questionnaire of 1,000 consumers and 1,000 queries each to ChatGPT and Gemini. In addition to the differences in life insurance companies mentioned by both, the report also analyzes the web pages referenced by AI for answer generation and the information highlighted in the responses. The report is designed to help companies grasp their "current position" from both consumer and AI perspectives, providing hints for future information dissemination and generative AI countermeasures.

Download the report here

Survey Background

Generative AI is now used not only for researching information but also for comparing products and services and exploring options.

In a preliminary survey conducted by our company, 43.1% of those who considered purchasing or reviewing insurance within the past year used generative AI in the process of information gathering and comparison (*).

(*) Results of a survey of 2,986 men and women in their 20s to 70s who considered or actually purchased new insurance or reviewed existing insurance within the past year.

Furthermore, in a survey of 1,000 people who used generative AI when considering insurance, after being recommended an insurance company or product by AI, 47.3% "checked details on the official website," 36.0% "made an appointment for consultation with a financial planner or agent," and 34.4% "requested materials." This suggests that AI recommendations lead to concrete actions such as subsequent information gathering and material requests.

As AI becomes one of the information touchpoints for insurance selection and its recommendations lead to subsequent information gathering and comparison, it is increasingly important for companies to understand "how much and in what way they are mentioned on AI."

Therefore, this survey investigated the extent to which the life insurance companies recommended by AI overlap with those that consumers recall, and what differences exist between ChatGPT and Gemini.

Survey Results Summary

1. Eight companies common between Consumer Top 10 and ChatGPT; half differ for Gemini

Comparing the top 10 life insurance companies recalled by consumers with those recommended by AI, ChatGPT shared 8 companies (80%). In contrast, Gemini shared only 5 companies (50%), showing differences in overlap with consumers depending on the AI used.

2. Only four companies common in the Top 10 between ChatGPT and Gemini

Even when asked the same question, "Recommend a life insurance company," only 4 companies (40%) were common in the top 10 for ChatGPT and Gemini. The lineup of top companies also differed between AIs.

3. Differences in web pages referenced for answer generation by AI

ChatGPT and Gemini also showed differences in the tendency of web pages referenced for answer generation.

The specific websites referenced, as well as the differences between information consumers value and information AI highlights in responses, are detailed in the report.

Report Details: Deciphering Your Company's Current Position from the "Gap" Between Consumers and AI

The survey report published this time summarizes hints for grasping your company's "current position" on AI from the gap between consumers and AI, and for considering generative AI countermeasures (LLMO) and future information dissemination.

What the report reveals

・Differences in life insurance companies ranked highly by consumers, ChatGPT, and Gemini

・Differences in web pages referenced by ChatGPT and Gemini for answer generation

・Differences between what consumers value and what AI highlights in responses

・The "current position" of 36 life insurance companies from the two axes of consumers and AI

・Room for information dissemination considering the differences between consumers and AI

▼Download the survey report for free

The report detailing the survey results can be viewed below.

https://lp.plan-b.co.jp/offerpage_whitepaper_seo_ai_survey_report.html

Survey Overview

Consumer Questionnaire Survey Survey target: 1,000 people who considered or actually purchased new life insurance or reviewed existing insurance within the past year Survey method: Internet questionnaire survey Survey date: June 24, 2026

AI Survey Survey method: Asked ChatGPT and Gemini "Recommend a life insurance company" 1,000 times each and aggregated the results Acquisition date: ChatGPT July 8, 2026 / Gemini July 21, 2026

*Generative AI does not always give the same answer to the same question. In this survey, we did not judge based on a single response but asked the same question 1,000 times each to ChatGPT and Gemini and analyzed the trends. *The responses of generative AI are results as of the time of acquisition. Results may vary depending on the AI used, acquisition period, and provision environment.

For those who want to investigate how their company appears on AI in detail

Please feel free to contact us if you would like a detailed survey on how much your company is mentioned on major generative AIs, in what tone, and how it is perceived.

・Service details and inquiries ▶Generative AI Brand Perception Survey: https://www.plan-b.co.jp/solution/ai/ai_brand/

▶LLMO Consulting: https://www.plan-b.co.jp/solution/seo/llmo-consulting/

・Inquiries regarding this matter

PLAN-B Marketing Partners Co., Ltd.

Inquiry form: https://www.plan-b.co.jp/contact/

Related content for deepening understanding of AI search/LLMO

The PLAN-B Group provides books, original surveys, and practical know-how on AI search countermeasures (LLMO, GEO, AIO, AEO). Please use them together with this report.

Book "60 Minutes to Understand! LLMO Super Introduction": Explains from the basic concept of LLMO to marketing strategies and practices in the AI search era in an easy-to-understand manner.

"Purchase Behavior Survey Generated through Dialogue with Generative AI": A survey report summarizing the impact of dialogue with generative AI on product/service comparison and purchasing.

Expert columns on AI and marketing: Explains search behavior, brand strategy, and information dissemination in the AI era from an expert perspective.

List of free materials related to SEO/LLMO: Summarizes the latest trends in SEO/AI search.

About PLAN-B Marketing Partners Co., Ltd.

PLAN-B Marketing Partners Co., Ltd. is a marketing partner that supports the business growth of companies through digital marketing support.

With the track record and know-how of SEO support cultivated over 19 years as the PLAN-B Group, we