"Where should I get insurance?" I asked...Which 'No. 1 financial company' did AI choose

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Which financial company will be most talked about if you ask generative artificial intelligence (AI) for financial products. AI brand analysis company AI Bix Lab analyzed 276 brands in 10 financial sectors and found that there is a significant difference between the actual market weight and AI answers except for some insurance sectors.

The survey was conducted from Sept. 20 to Oct. 2 by repeatedly asking the same consumer questions to four Generative AI, ChatGPT, Gemini, Purple Lexity, and Claude, and analyzing Korean answers. Brand appearance rate, mention share, and official source citation status were converted to perfect 100.

The sectors with the largest gap were pension savings and IRP. Securities firms topped the list of the top six out of 31 brands, followed by Mirae Asset Securities (59.3 points). On the other hand, all banking sectors, which account for more than half of the total retirement pension reserves, remained at the bottom. KB Kookmin Bank (14.9 points) ranked the highest at 8th.

Simple payments showed a similar pattern. Nine simple payments by banks and credit card companies, including KB Pay and Shinhan SOL Pay, which accounted for about 21% of the average daily use of the Bank of Korea, had a combined share of 1.1% of AI answers. On the other hand, Naver Pay (76.1 points) ranked first overall in all four AIs.

KB Kookmin Bank (67.9 points), KB Kookmin Card (48.8 points) for credit cards, Kiwoom Securities (66.5 points) for stock apps, and Kakao Bank (59.2 points) for deposits and parking accounts, respectively, topped the list. However, Kakao Bank (35%) was the highest in banks and Toss Securities (37.5%) in stock apps, mixed with the overall ranking.

It was also found that financial companies' own financial content operations affected their answers. It has been confirmed that KB Financial Group's financial content platform "KB's Thinking" has been used as a basis for AI answers, and it is analyzed that such content operation may have positively affected AI brand competitiveness.

In terms of children's and fetal insurance, Hyundai Marine & Marine Insurance ranked first in all four AIs with 66.8 points. The gap with second-place Samsung Fire & Marine Insurance is 20.7 points. Samsung Fire & Marine Insurance (68.4 points) ranked first in all four AIs, and the proportion of the first mention (50%) was about 6.7 times that of Hyundai Marine & Marine Insurance. Meritz Fire & Marine Insurance (72.4 points) outperformed other companies in companion animal insurance, but KB Insurance ranked first in Claude.

None of the brands had more than 50 points for cancer and health insurance. Hanwha Life (34.5 points) topped the list, followed by Samsung Fire & Marine Insurance (25.7 points) and Samsung Life Insurance (24.9 points), while DB Insurance (36.5 points) ranked first in Gemini.

On the other hand, it was found that the more specific the question was, the more product information influenced the answer than the brand. Representatively, 58% of the respondents did not mention a specific insurance company when asked about "actual expenses with low premium burden" in real loss insurance. When asked about "actual expenses that can be subscribed even if they have a medical history," 42% explained the types of products such as loss of loss for 4th generation and sick people.

"Even for the same financial product, the brand that appears first depends on the purpose of the question and the type of AI," said Kim Joon-hyun, CEO of IBIX Lab. "It is important for companies to manage the characteristics and information of their products so that AI can accurately understand and deliver them."