Hiscox UK explores advertising in ChatGPT

Hiscox UK is exploring advertising in ChatGPT as OpenAI expands its ads programme into the UK.

The insurer will take part in a pilot through Dentsu, one of OpenAI’s early test partners for ads in the chatbot.

For Hiscox, the pilot is an opportunity to understand how ChatGPT and other large language models (LLMs) may shape discovery and engagement, as search becomes more conversational.

“Understanding how relevant information and advertising are surfaced in these moments is important for staying visible, relevant and useful as customer journeys evolve,” the insurer said.

’Significant move’

Stuart Mahoney, head of acquisition marketing for Hiscox UK, added: “The scale of consumer adoption of ChatGPT, and the capability it puts in the hands of our target audience, is significant.

”As artificial intelligence (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.”

This comes as insurance starts to shift to ChatGPT, with several providers recently deciding to provide quotes through the chabot.

The move follows Open AI’s decision in February 2026 to approve an AI application from an insurance provider on ChatGPT for the first time.

Mahoney said: “For a brand like Hiscox, it is important that we understand the role it may play in customer engagement. The focus is therefore on building practical understanding of how insurance-related queries may evolve in conversational environments as well as 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. 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.”