A recent research study by Taboola, a global leader in native advertising and content recommendations, has spotlighted artificial intelligence (AI) and personalization as two pivotal forces shaping the future of insurance marketing in 2025.
The report, which surveyed more than 200 senior marketers in the insurance sector, underscores a significant transformation in the way insurance companies are reaching and retaining customers. The findings suggest that the convergence of AI technologies and hyper-personalized strategies is no longer a trend—it's now a fundamental marketing imperative.
AI-Driven Shift in Strategy
One of the core takeaways from the report is the growing reliance on AI-powered tools for marketing strategy and execution. Insurance marketers are leveraging AI for everything from customer segmentation and predictive analytics to content personalization and automated campaign management.
According to the research, 62% of respondents stated that AI is already playing a crucial role in their marketing decision-making process. This marks a substantial increase from previous years and is indicative of the sector’s accelerating digital maturity.
“AI is allowing marketers to make smarter decisions, faster,” said a Taboola spokesperson. “In insurance, where personalization and timing are everything, AI helps ensure that messages reach the right audiences at exactly the right moment.”
Personalization as the New Standard
Personalized content delivery has become a top priority for insurance brands in 2025. The study highlights that nearly 70% of marketers believe personalization significantly boosts customer engagement and conversion rates. This includes dynamically adapting landing pages, content modules, and even video messaging based on user behavior and demographic data.
Moreover, customer acquisition strategies are increasingly moving toward native ad formats and contextual targeting to enhance relevance and reduce banner fatigue. Taboola’s platform, known for its AI-powered recommendations, is being adopted to help insurance companies achieve greater personalization at scale.
Changing Consumer Expectations
The research also touches on evolving consumer behaviors. With today’s insurance customers expecting digital-first experiences, marketers are under pressure to deliver seamless and intuitive touchpoints across the buyer journey. AI plays a key role in anticipating customer needs and delivering appropriate solutions—before users even ask.
Additionally, more than half of the respondents reported a shift toward video and interactive content formats to engage digital-native consumers more effectively.
Focus on ROI and Efficiency
As marketing budgets in the insurance sector face increasing scrutiny, AI is helping streamline operations and optimize return on investment (ROI). Tools that allow for real-time performance tracking and automated budget adjustments are gaining popularity, enabling marketers to make data-driven decisions in a fast-paced environment.
“Marketers today are being measured not just on brand awareness but on business impact,” the report notes. “AI helps bridge that gap by connecting top-of-funnel efforts with bottom-line results.”
Conclusion
The Taboola report signals a critical inflection point for insurance marketers. With AI and personalization becoming cornerstones of modern marketing strategies, the brands that invest early in these capabilities are likely to gain a competitive edge.
As the industry continues to evolve, data-driven innovation and customer-centricity will remain essential for sustainable growth.