Bajaj Life Insurance has started advertising on ChatGPT, making it one of the first brands in India’s BFSI sector to use the AI platform for advertising. The move reflects a clear shift in how people research, discover and plan, with more consumers now turning to conversational AI, including when exploring financial and insurance decisions.
According to the company, conversational AI is adding another layer to digital discovery. Instead of typing isolated search queries, users ask questions in their own words, share context and follow up on the answers they receive. In other words, discovery is becoming a dialogue rather than a lookup. Bajaj Life says this behaviour is particularly relevant to financial choices, where consumers typically weigh multiple factors before deciding.
Chandramohan Mehra, chief marketing officer at Bajaj Life Insurance, said the move is about staying relevant and aligned with changing customer behaviour, which increasingly leans towards AI-centred research, discovery and planning for financial and protection needs. He added that it fits the company’s efforts to consistently experiment and learn.
That experimentation serves a larger goal: making insurance discovery simpler and more customer-centric. For a category where decisions are rarely quick or casual, showing up where people are already asking, comparing and thinking things through gives Bajaj Life an early presence in a fast-evolving discovery journey. As more consumers begin their financial planning with a conversation rather than a keyword, the brand is making sure it is part of that conversation from the start.
