MAPFRE has published a report examining how artificial intelligence (AI) and intelligent agents could transform human interaction by 2035, with a particular focus on potential impacts for the insurance sector.
Titled The Future of Interaction: The Role of Interaction in a World Shaped by Intelligent Agents, the study draws on expert interviews and research into technologies such as AI-powered chatbots, virtual assistants, autonomous systems and smart devices. It sets out four potential scenarios that vary in terms of technological advancement, accessibility and societal adoption.
One scenario outlined limited digital progress, where insurance operations remain largely unchanged. Another presented a future where AI assistants are widely used to streamline daily tasks, allowing insurers to improve operational efficiency without widespread disruption. A third scenario described an uneven distribution of advanced technology, accessible only to high-income groups, and the final scenario depicted universal access to intelligent systems, enabling personalised experiences.
The report also identified several trends likely to shape the sector. These include increased automation of transactions, growing demand for seamless digital and in-person interactions and a shift away from traditional websites and apps.
MAPFRE also noted the continuing need for human support at critical points, as well as rising expectations around data security and privacy.
Javier Maraña (pictured above), head of technological innovation at MAPFRE, said the industry must adapt to meet changing customer expectations.
“As human–machine interaction becomes more common, the insurance industry must evolve. We’re already working to adapt processes, strengthen tech infrastructure, and build strategic alliances to meet the demands of tomorrow’s policyholders,” he said.
In the UK, insurers have increasingly incorporated AI across underwriting, claims handling, fraud detection and customer service. Many firms are using machine learning models to improve risk selection and pricing, while others are deploying chatbots and virtual assistants to manage routine enquiries and claims triage.
As insurers prepare for greater integration of intelligent agents, MAPFRE’s report suggests that early adopters may be better positioned to manage operational challenges and regulatory developments while meeting future customer expectations.
