The news: CVS Health’s Aetna is adding conversational generative AI (genAI) to its insurance website and mobile app.

• Aetna says its genAI assistant will be embedded across its digital properties, built on its “ask me anything” search capability.
• Aetna piloted the technology with a test group in October and will continue to roll out access to everyone through the first half of 2026.
• Voice capabilities will be added in 2026, aimed at providing natural, two-way conversations.

Why it matters: Consumers are starting to turn to AI chatbots for health questions, but more user-friendly conversational AI could improve comprehension and use.

• 35% of US adults say they have used AI tools to learn about or manage health and wellness, per a May survey by The Vitamin Shoppe and Talker Research.
• 63% think AI is at least somewhat trustworthy, compared with the 93% who trust their own doctor for medical advice and 43% who trust social media health content.

Implications for insurers: Aetna’s move highlights how insurers can use genAI to make themselves more attractive to employer benefit packages. It simplifies the member experience by making healthcare benefits and general health questions easier to navigate, resulting in higher customer satisfaction—which can ultimately strengthen an employer’s standing with their employees.

The rollout also raises expectations across the industry, putting pressure on other insurers to make similar moves as consumers begin to expect more intuitive, AI-driven assistance as a standard part of their health plan experience.

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