Trisha Rawlings

Insurance customers have more information at their fingertips than ever before, but Generative AI is redefining how they search for products and information. LLMs such as Google search, Microsoft Edge/CoPilot, ChatGPT, DeepSeek and others are reshaping expectations. According to the recent 2025 Consumer Adoption of AI Report 41% of customers now trust Gen AI results more than paid search results.

Insurers must adapt to this behavioral change by rethinking product offerings, adjusting content creation, and reimagining customer engagement.

Join this session for effective strategies on:

• Understanding “Blackbox” AI to see what factors LLMs (and customers) value and prioritize while scrawling pages
• Developing effective messaging across marketing channels to ensure your product’s strengths are easily identifiable for LLMs
• Evaluating the overall value of paid search and other channels to enhance future marketing campaigns