A silver family car parked on a quiet New Zealand coastal street, with weatherboard homes, native planting and a harbour beyond
Insurance · Car insurance

How AI guides car insurance in New Zealand

We asked four AI platforms about choosing car insurance and getting help with an existing policy or claim. The study compares their answers and insurer recommendations across twelve consumer situations and sixteen New Zealand regions.

01 · Key findings

The car, the driver and the help they need change the shortlist.

A silver family car parked on a quiet New Zealand coastal street, with weatherboard homes, native planting and a harbour beyond

43of 48

Consumer-selection answers recommended AMI.

AA Insurance appeared in forty-two, Tower in forty-one and State in thirty-nine. These familiar brands formed the core comparison group across twelve consumer situations.

Compare insurer recommendations

4of 4

Imported-car answers recommended Classic Cover.

Star Insurance appeared in three. Specialist parts and repairer choice brought a different set of insurers into the comparison.

Explore the imported-car result

4of 4

Rural-driver answers recommended FMG.

AA Insurance and AMI also appeared in all four. Long trips, towing and access to repairers changed the reasons behind the recommendations.

Compare consumer situations

33of 48

Consumer-selection answers included Cove.

The digital insurer was the fifth most frequent option. It appeared in every answer for the tight-budget and online-management situations.

Compare the platforms

64of 64

Region-named answers recommended AA Insurance, State and Tower.

All three appeared in every region’s shortlist. Additional options varied more: FMG appeared in all four West Coast answers and none of Wellington’s four.

Compare the regions

4of 4

Platforms read “someone to call” as a roadside-assistance question.

AMI and State appeared in every answer. A request for human help became a comparison of breakdown services and roadside benefits.

Explore the consumer profiles

How we asked the questions and counted the recommendations.

02 · Insurer choice

Which insurers does AI recommend for each consumer situation?

Each row is a consumer situation. The number shows the percentage of its four answers recommending an insurer. Select a square to read the supporting passages.

Showing all four assistants · 48 answers

Which insurers does AI recommend for each consumer situation?: for each consumer and insurer, the share of answers recommended for the insurer and how the claims about it split, across all four assistants.
ConsumerAMIAA InsuranceTowerStateCoveTrade Me InsuranceFMGMASNZIASB InsuranceAssurant / ProtectaClassic CoverWestpac InsuranceStar InsuranceANZ InsuranceBNZ InsuranceInitioVeroAMPAndoSBS InsuranceKiwibank Insurance
Everyday family car
First car
Tight budget
Renting and moving
Young driver
School and work trips
Rural driving
Flood-prone parking
Imported car
After a frustrating claim
Someone to call
Managing insurance online
03 · Ongoing support

After purchase, AI helps people work through the policy and the claim.

The thirty-two support answers cover renewal, switching, a parked-car excess, damage around a move, a disputed repair or write-off, and transport to a distant repairer.

The answers help people identify the relevant policy terms, gather evidence, ask their insurer for an explanation and follow the complaints process. The insurer names in these answers are policy examples or options for a future renewal; they are not recommendations for another insurer to handle an existing claim.

04 · Platforms

The same questions produce different insurer emphasis.

We compared twelve identical consumer-selection questions across all four platforms. AMI appears in every ChatGPT and Gemini answer; AI Overviews includes it in nine, and AI Mode in ten.

Insurers recommended across the twelve consumer situationsOut of all 48 answers
  • AMI43 of 48 answers
  • AA Insurance42 of 48 answers
  • Tower41 of 48 answers
  • State39 of 48 answers
  • Cove33 of 48 answers
  • Trade Me Insurance15 of 48 answers
  • FMG12 of 48 answers
  • MAS9 of 48 answers

Each provider counts once per answer. An answer can recommend several insurers.

Answers recommending AMITwelve identical consumer-selection questions per platform.
ChatGPT100%, 12 of 12
Gemini100%, 12 of 12
AI Overviews75%, 9 of 12
Google AI Mode83%, 10 of 12

Each tile is an answer. A raised bar is an answer recommending AMI.

05 · Regions

The core shortlist stays steady. The additional insurers vary by region.

We asked which insurers were worth comparing in sixteen named regions. Each row contains the four platform answers to that region’s question.

Showing all four assistants · 64 answers

The core shortlist stays steady. The additional insurers vary by region.: for each region and insurer, the share of answers recommended for the insurer and how the claims about it split, across all four assistants.
RegionAMIAA InsuranceTowerStateCoveTrade Me InsuranceFMGMASNZIASB InsuranceAssurant / ProtectaClassic CoverWestpac InsuranceStar InsuranceANZ InsuranceBNZ InsuranceInitioVeroAMPAndoSBS InsuranceKiwibank Insurance
Northland
Auckland
Waikato
Bay of Plenty
Gisborne
Hawke’s Bay
Taranaki
Manawatū–Whanganui
Wellington
Tasman
Nelson
Marlborough
West Coast
Canterbury
Otago
Southland
06 · Consumer profiles

Explore the study by region or consumer situation

See which insurers AI recommended and what it said about parking, driving and cover in each region. Explore the consumer profiles for questions about a particular car or situation.

Twelve consumer profiles · P01 to P12

Find the situation closest to yours.

07 · Sources

See where each assistant gets its information

Explore the websites behind the answers, from insurers and comparison tools to government, consumer organisations and news. Select a question group to compare the sources each assistant used most.

ChatGPT

33%insurer websites

Had sources183of 183

Showed you a link183of 183

  1. 1consumerprotection.govt.nz, government,cited in 139 answers139
  2. 2consumer.org.nz, consumer & industry groups,cited in 127 answers127
  3. 3ami.co.nz, insurer websites,cited in 88 answers88
  4. 4state.co.nz, insurer websites,cited in 86 answers86
  5. 5icnz.org.nz, consumer & industry groups,cited in 82 answers82
  6. 6aainsurance.co.nz, insurer websites,cited in 78 answers78
  7. 7mas.co.nz, insurer websites,cited in 70 answers70
  8. 8canstar.co.nz, comparison & tools,cited in 57 answers57
  9. 9nzi.co.nz, insurer websites,cited in 52 answers52
  10. 10aa.co.nz, consumer & industry groups,cited in 46 answers46

Gemini

38%comparison & tools

Had sources170of 183

Showed you a link2of 183

  1. 1quashed.co.nz, comparison & tools,cited in 63 answers63
  2. 2moneyhub.co.nz, comparison & tools,cited in 50 answers50
  3. 3insurspy.co.nz, comparison & tools,cited in 36 answers36
  4. 4canstar.co.nz, comparison & tools,cited in 31 answers31
  5. 5aainsurance.co.nz, insurer websites,cited in 30 answers30
  6. 6ami.co.nz, insurer websites,cited in 28 answers28
  7. 7tower.co.nz, insurer websites,cited in 20 answers20
  8. 8consumer.org.nz, consumer & industry groups,cited in 18 answers18
  9. 9state.co.nz, insurer websites,cited in 16 answers16
  10. 10consumerprotection.govt.nz, government,cited in 14 answers14

Google AI Mode

35%comparison & tools

Had sources165of 181

Showed you a link63of 181

  1. 1moneyhub.co.nz, comparison & tools,cited in 50 answers50
  2. 2aainsurance.co.nz, insurer websites,cited in 44 answers44
  3. 3consumer.org.nz, consumer & industry groups,cited in 43 answers43
  4. 4quashed.co.nz, comparison & tools,cited in 43 answers43
  5. 5canstar.co.nz, comparison & tools,cited in 41 answers41
  6. 6tower.co.nz, insurer websites,cited in 30 answers30
  7. 7insurspy.co.nz, comparison & tools,cited in 28 answers28
  8. 8ami.co.nz, insurer websites,cited in 20 answers20
  9. 9icnz.org.nz, consumer & industry groups,cited in 11 answers11
  10. 10ifso.nz, consumer & industry groups,cited in 11 answers11

AI Overviews

29%insurer websites

Had sources158of 181

Showed you a link64of 181

  1. 1quashed.co.nz, comparison & tools,cited in 83 answers83
  2. 2aainsurance.co.nz, insurer websites,cited in 80 answers80
  3. 3canstar.co.nz, comparison & tools,cited in 68 answers68
  4. 4tower.co.nz, insurer websites,cited in 67 answers67
  5. 5moneyhub.co.nz, comparison & tools,cited in 63 answers63
  6. 6ami.co.nz, insurer websites,cited in 58 answers58
  7. 7state.co.nz, insurer websites,cited in 56 answers56
  8. 8insurspy.co.nz, comparison & tools,cited in 42 answers42
  9. 9consumer.org.nz, consumer & industry groups,cited in 40 answers40
  10. 10quotehub.co.nz, comparison & tools,cited in 36 answers36
  • Insurer websites
  • Government
  • News
  • Comparison & tools
  • Consumer & industry groups
  • Businesses
  • Social media
  • Other

A website counts once per answer, however many times the answer used it. Counts come from the archived answer sources; “Showed you a link” counts answers containing a web URL.

08 · Accuracy

What we checked against primary sources

We reviewed fifty factual claims across the four platforms. The ledger compares the ninety-six statements the answers made with policy documents, insurer information and official sources, including roadside benefits, repair terms, awards and dispute options.

7 wrong0 out of date8 unclear81 correct

09 · Method & evidence

Methodology

Consumer situations, question groups and how insurer recommendations were counted.

Read the method
Original answers

Original answers

Explore the exact questions and captured responses from each platform.

Explore the evidence
Independence

No business or party pays to appear

NZBrands.ai is a research publication from Onsomble. We take no view on any business, party or policy. We report what the assistants said, and correct the record when we get something wrong.

How we stay independent