Middle-class consumers across Emerging Asia are rapidly adopting generative AI for insurance research and financial decisions, but most still prefer human advice when purchasing cover, according to a survey by Peak Re.

The survey, which polled more than 8,000 consumers across China, India, Indonesia, Malaysia, the Philippines, Thailand and Vietnam, found that over 80% use generative AI at least weekly. However, around 60% said they actively verify AI-generated information through other sources or professional advice.

While respondents increasingly use AI to compare products and understand coverage, 52% said they strongly prefer human advice when selecting and purchasing insurance, compared with 12% who strongly prefer AI.

The findings also suggest AI could encourage greater claims activity. Among consumers who filed or considered filing a claim during the past year, 43% said generative AI increased the likelihood they would submit a claim, while 10% said it reduced it.

Healthcare affordability remained a major concern. More than half of respondents said medical costs are rising faster than general inflation, while 55% of those paying for their own health insurance reported higher premiums than a year ago. Despite this, most maintained or increased their cover at renewal.

Preventive care, including regular health screenings, was the most common response to rising healthcare costs, with consumers placing greater value on preventive-health benefits than on additional cost-sharing measures.

The survey also highlighted growing interest in electric vehicles (EVs), with purchase intentions broadly matching those for petrol and diesel vehicles. However, views on EV insurance costs and repair expenses remained mixed, while consumers expressed greater confidence in driver-assistance systems than in fully autonomous vehicles.

“The survey shows that consumers across Emerging Asia are rapidly integrating AI into their daily lives, including how they research financial and insurance products,” said Victor Kuk, chief executive officer of Peak Re. “While many appreciate the convenience and accessibility AI offers, human judgement remains important for more complex or consequential decisions.”

The findings come as insurers across APAC are increasingly deploying AI in claims, underwriting, pricing and customer service. Industry executives at InsureTech Connect Asia 2026 said insurers are starting to realise measurable efficiency gains from AI, although quantifying its return on investment remains difficult.