Knowledge Hub

Emerging Asia Middle-Class Consumer Survey

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2026 Key Highlights

Our latest survey explores the evolving protection landscape in Emerging Asia, examining the influence of AI in the insurance purchase and claims journey, the affordability pressures from medical inflation, and middle-class consumers’ views on electric vehicles and autonomous driving. The study covers 8,000 middle-class consumers from China, India, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam.

AI-enabled insurance comparison

57%

Percentage of middle-class consumers who used generative AI to compare prices or benefits between insurance plans over the past six months.

AI in claims filing

43%

Percentage of respondents who say generative AI boosted their likelihood of filing a claim. AI is seen to reduce the effort barrier and uncertainty around claims.

Responding to medical inflation

51%

Percentage of respondents who report starting regular health screenings to avoid high medical costs. 41% were unsure of what steps to take.

Insurance for self-driving tech

42%

Percentage of respondents who believe self-driving features that enhance car safety are unlikely to reduce insurance costs, due to higher potential repair costs.

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Artificial Intelligence

Generative AI is playing a growing role in how consumers search information, compare options and make decisions along the insurance journey.

Key observations

Generative AI is playing an informative role in consumers’ insurance research, but decision-making remains human-driven

Over half of AI users report using AI to identify suitable insurance products and compare premiums, coverage, and benefits across insurance plans. However, when selecting and purchasing insurance, consumers continue to rely on professional human advice. At the selection and purchase stage, 52% strongly prefer involving a human agent, while only 12% strongly prefer using AI.

AI is playing a supportive role in consumers’ everyday physical and mental health needs

78% of Emerging Asia’s middle-class consumers report using AI for at least one health- or medical-related task in the past six months. Over half (52%) report seeking AI’s advice on a weekly basis for mental health-related needs, including relationship and work-related stress.

When considering filing a claim, 43% say generative AI makes them more likely to file, versus 10% who say it makes them less likely

AI is seen to reduce the effort barrier and uncertainty around filing claims. Consumers’ top AI use case when filing claims is for advice on claims procedures, followed by understanding claim coverage, and payout likelihood.

Key findings on Artificial Intelligence

Insurance selection