Pune, Sep 24: Bajaj Life Insurance, one of India's leading private life insurers, has become one of the first brands in the BFSI sector in India to advertise on ChatGPT. India is now one of the largest ChatGPT market globally outside the US, with more than 100 million weekly active users.

Speaking about the initiative, Chandramohan Mehra, Chief Marketing Officer, Bajaj Life Insurance, said,

 “It’s about us being relevant and aligning with changing customer behaviour, which is increasingly leaning towards AI-centred research, discovery and planning for financial and protection needs. This is in line with our efforts to consistently experiment and learn as we work towards our larger goal of making insurance discovery simpler and more customer-centric.”

This evolving behaviour is creating a new layer of digital discovery, where consumers can explore questions conversationally rather than relying solely on conventional search. Customer research has become more contextual as a result, with users asking complete questions in their own words, adding details about their circumstances and following up until they arrive at an answer. This pattern is particularly relevant to financial decisions, where several considerations are rarely settled through a single search.