Discover MAPFRE's vision on artificial intelligence and our new Manifesto

As part of a conscious effort aimed at transforming the insurance industry and the company itself, we have been leading the integration of all aspects related to data and advanced analytics for years, considering them as strategic for the business. Said this way, it may seem obvious or trivial, but the reality is that this approach has required a significant change, establishing a data-driven culture as a priority in an organization with thousands of employees—currently more than thirty thousand—worldwide, with offices in around forty countries and operations in more than a hundred.

Since then, the use of artificial intelligence has faced various opportunities and challenges, with the main challenge being its integration and adoption at scale across all areas of the company, ensuring its application with technical rigor to achieve tangible results.

With the emergence of generative AI in November 2022, the integration of these capabilities has intensified and accelerated. Unlike previous occasions, this is not a temporary trend, so we are dedicating time and resources, without neglecting existing and necessary technologies, aware of the lack of maturity of some of these new capabilities in the business field.

MAPFRE’s approach to AI application focuses on achieving results for both the business and the customer, emphasizing the selection and prioritization of use cases, involving the right teams, and leveraging the Group’s expert talent to drive business outcomes.

The vision is clear: “extract value for the Customer and the Business from a perspective that integrates AI capabilities, with and for People, over the coming years.”

We also work on the management and cataloging of all cases, with a global vision, assessing risks and establishing control measures to avoid duplications and facilitate the reuse of experiences between Countries and Business Units.

AI is already a reality at MAPFRE, where it acts as a lever for efficiency, business generation, and risk mitigation, contributing to new approaches throughout all company processes. And as such, it is up to us to use it properly.

At MAPFRE, we want to extract the full potential of AI and improve how we care for customers, employees, the agency network, and more agents, while maintaining our essence: putting people at the center.

We assume our role in the use of human-centered, ethical, and responsible AI, and we reaffirm our commitment to a well-governed and respectful AI with people, companies, and the planet.

That is why we became the first IBEX 35 company to have its own AI Manifesto: “MAPFRE Manifesto for a human-centered, ethical, and responsible AI.” The objective is twofold: on one hand, to clearly communicate our positioning to our stakeholders; on the other, to establish a series of frameworks, guidelines, and directives so that all our employees understand how AI impacts them, how to work with it, and whom to turn to, ensuring transparency in our governance model, needs, strengths, and areas for improvement.

In this public Manifesto—which we invite you to download here—we embody the five principles that govern our work in this area, and we encourage all types of companies and organizations to use them as inspiration in their path toward the best artificial intelligence for all:

1. Operate under a hybrid AI model, where people’s capabilities are expanded and AI is used as an enabler, while extracting value for the business. MAPFRE It is convinced of the value of a hybrid model (people + AI), emphasizing the mutual responsibility between the organization and its employees for a proactive adoption of AI, while investing in the right talent.

2. Develop AI projects and solutions with responsible practices and the principles of good governance. The AI adoption strategy must be responsible and aligned with the strategic and business objectives of the multinational, where mechanisms are in place for structured deployment.

3. Protect data and safeguard trust by fostering AI that is ethical, transparent, reliable, secure, and respectful. MAPFRE is clear about its way of operating and providing customer service: information protection is the central pillar of the use of AI.

4. Promote a future of creativity and ongoing progress, in which people can grow and realize their full potential. The impact of AI on productivity, employee experience, and efficiency is indisputable. People play a fundamental role as catalysts for change, as they have the ability to drive, embrace, and adopt AI. The speed at which companies transform depends on the training and ambition of teams in the use of new solutions that make things better.

5. Align the development of AI with both internal and public sustainability commitments, based on environmental and social criteria. With people as the backbone of AI implementation at MAPFRE, its ethical management is positioned at the center, aligning with the company’s commitment to Social Responsibility—toward the environment, individuals, and society as a whole—with a long-term vision, working for and towards societal improvement.

In 2024, we told you about some of our global figures and some of the projects we are very proud of for their impact on both business and clients.

Today we can tell you that there are already more than 115 use cases deployed globally. We have examples in all types of areas, such as process optimization, claims management automation, product personalization, and improved customer service. In automobile, health, or home lines, but also in reinsurance, assistance, or in specific products and services for emerging risks, such as cybersecurity for SMEs. 

What do all these projects and efforts translate into? For example, more than 40% of operations are already handled by virtual assistants, always keeping in mind that customers can turn to agents if they deem it necessary, and the management of documents for over 1.2 million customers has already been automated. In Spain alone, for example, 70% of all customers have already interacted with AI solutions. 

Our recently created AI Center is the global leader for the entire company, and it integrates specialized talent from Brazil, Spain, and the USA in maximum coordination with the other countries and business units. This approach to governance is a sign of our diversity and our ability to specialize according to geography and regulation, always in the hands of the business and guaranteeing the protection of data and models. 

The mission of the center is “to turn uncertainty into opportunity through AI, contributing to optimizing business outcomes and customer value, always guided by the principles and values of MAPFRE and respect for people.”  

At MAPFRE, we are aware that AI can bring great benefits such as those named here, but also challenges and uncertainty. One thing is clear: our focus is on AI that makes us better.

We recognize AI as a complement to the work of our employees so that they can dedicate their time to tasks of greater value to them and to the business. AI does not replace anyone; it supports.

All of this requires working toward a culture of responsible AI, where teams are the true catalysts for change. Without them, and without promoting their retraining, continuous learning, and providing them with the necessary and secure resources to harness it, AI does not work.

AI is for people, with people, and by people. At MAPFRE, we don’t see it any other way.

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