AI is becoming the new "consultant agent" for Vietnam's insurance industry

For years, the insurance industry has competed through agent coverage, banking systems, advertising, and brand wars on social media.

But a new "touchpoint" is emerging ahead of all those channels: AI.

Users in Vietnam are starting to ask ChatGPT and Gemini questions such as:

• "Should I buy Manulife?"

• "Which insurance is best for children?"

• "Can I get my money back if I cancel my insurance?"

• "What insurance should I buy with a 5 million VND salary?"

What is noteworthy is that AI does not just answer—AI is shaping brand perception.

The first AI Visibility report for the insurance industry in Vietnam

Kompa GEO has just released an analysis report on the AI visibility of over 25 insurance brands in Vietnam, based on:

• 100 responses from ChatGPT and Gemini

• 50 real queries extracted from Social Listening

• 9 intent groups that directly influence purchasing decisions

Instead of just measuring the number of appearances, the report uses the model: Visibility Score = Mention Rate × Position × Sentiment

Through this, it evaluates not only which brands are mentioned by AI, but also:

• in which position they appear,

• in what context,

• and with a positive or negative sentiment.

AI views "insurance" as a public service

One of the most notable findings: Social Insurance + Health Insurance accounts for 70–74% of the Share of Voice in AI responses.

This shows that AI currently understands "insurance" more from a public service perspective than a commercial product perspective.

In other words:the private insurance industry is facing a "presence crisis" on AI.

ChatGPT and Gemini are creating two different playing fields

The report also shows a clear asymmetry between the two AI models.

• ChatGPT prioritizes large FDI groups such as AIA, Prudential, and Manulife

• Gemini, on the other hand, prioritizes domestic brands like PTI or Bao Viet

This leads to an important consequence:content strategy for AI cannot follow a "one size fits all" approach.

The largest "silent zone" in the insurance industry

Even more notable are two query groups:

• "Is insurance a scam?"

• "Is there a loss if I cancel/withdraw insurance?"

In these demand groups, AI almost never mentions any private brands.

According to Kompa GEO, this is a consequence of the "safety-first" response mechanism in AI: when a query is negative, the model will avoid direct links to specific brands.

However, this is also the greatest opportunity to build an Entity Anchoring strategy—a strategic approach that makes AI link brands to reliable and consultative answers.

GEO will be the next battlefield for insurance marketing

SEO once decided who appeared on Google. Meanwhile, GEO will decide who is mentioned by AI. And in an industry where brand reputation—customer trust—is a vital factor like insurance, being viewed by AI as a "reliable reference source" could become a new competitive advantage in the coming years.