AI-Powered Chatbots in Health Insurance: Assessing Their Effectiveness in Consumer Search Processes

AI-powered chatbots are increasingly being adopted by the health insurance providers to improve customer service and streamline processes with the overarching goals of offering personalized assistance and handling complex tasks. However, due to limited research, the understanding of AI-powered chatbots' effectiveness in the health insurance search process remains limited. The aim of this study is to assess the effectiveness of AI-powered chatbots in the health insurance search process to traditional search methods based on consumer satisfaction, decision-making ability, and perceived risks. The study used a purposive sampling technique and a structured online questionnaire to collect data from 123 respondents who had health insurance and interacted with chatbots while searching a health insurance plan. The findings revealed that respondents were more satisfied with AI-powered chatbots for obtaining information and query resolution, but less satisfied with the information quality provided by AI-powered chatbots. According to the study, respondents perceived higher risks of data privacy, user security, and information accuracy when using AI-powered chatbots. The study thereby provides valuable insights for technology developers and health insurance providers.