French ICMIF member MAIF has become one of the first insurers in France to make selected services available directly through ChatGPT, giving members and prospective customers a new way to access insurance information and prevention services while maintaining access to human advice whenever needed.
The initiative reflects the growing use of generative artificial intelligence (AI) by consumers to search for information, compare products and better understand services. By making key information available through ChatGPT, MAIF says it aims to provide a simple and accessible first point of contact within a framework that supports responsible and transparent use of AI.
Initially, the application enables users to:
- Access personalised information on climate risks affecting their home, including exposure to flooding, storms and drought, by entering their address.
- Obtain an estimate for bicycle insurance and be directed towards the most appropriate insurance solution.
Where additional support is required, users can continue their journey on MAIF’s website or be connected with an advisor, combining AI-enabled self-service with personalised human support.
The launch forms part of MAIF’s wider approach to responsible digital innovation. The mutual says the application has been developed around three key principles: protecting user data, ensuring the reliability of information and maintaining transparency about how the service operates.
Rather than replacing human interaction, MAIF sees generative AI as a complementary channel that gives members greater choice in how they engage with the insurer.
Romain Liberge, Marketing and Design Director of the MAIF Group, said: “We want to combine the best of digital and human relations with this first application in ChatGPT, by offering a useful and accessible service. We support our members where new uses are emerging, with reliable information and always the possibility of talking to an advisor.”
As insurers continue to explore the opportunities presented by generative AI, MAIF’s latest initiative demonstrates how mutual insurers are seeking to balance technological innovation with trusted, member-focused service.
