Experian announced the launch of the Experian Insurance Marketplace app on ChatGPT, introducing its insurance comparison platform to OpenAI’s audience, to help consumers find auto insurance.

In the Feb. 13 announcement, Experian said the move is “a significant advancement in Experian’s AI strategy, leveraging conversational technology to simplify everyday financial choices and create a more intuitive and helpful consumer experience.”

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“Consumers are increasingly using conversational AI to learn, ask questions, explore and solve meaningful financial challenges,” said Dacy Yee, president of Experian Consumer Services, in a statement. “Making our insurance marketplace available through ChatGPT allows people to evaluate their choices naturally and potentially save more than $1,000 annually on auto coverage.”

The Experian Insurance Marketplace allows access to 37 leading insurers for rate comparisons, customized recommendations, and Experian’s data expertise. Within the app on ChatGPT, users can review coverage options, compare estimated rate, and ask follow-up questions in real time.

Experian said over time it plans to introduce deeper personalization, ultimately leading to the ability for consumers to progress toward bindable coverage directly within ChatGPT.