Mapfre launches its AI Manifesto with an ethical approach
3 min read
Mapfre has unveiled its AI Manifesto with an ethical focus, highlighting the automation of more than 40% of its operations, its commitment to responsible innovation, and its dedication to sustainability.
In a pioneering move within the IBEX 35, Mapfre has introduced its Manifesto for a humanistic, ethical, and responsible AI. The document outlines the insurer’s guiding principles for the development and use of artificial intelligence (AI).
Along with this announcement, the company introduced the creation of its Artificial Intelligence Center, a strategic unit for the governance and global management of these capabilities within the Group. During the presentation, the company shared data on the current impact of AI on its global operations.
Adoption and Results.
The company has already implemented over 115 use cases worldwide. These initiatives cover areas such as claims automation, product personalization, customer service, and process optimization.
One of the standout achievements is that more than 40% of operations are managed by virtual assistants. In all cases, customers can opt to be assisted by a human agent if desired or necessary.
Additionally, it has automated document management for over 1.2 million clients, marking a significant advance in operational efficiency.
The multinational’s vision of AI has a strong human and collaborative component. According to Maribel Solanas, Group Chief Data Officer:
“What we aim for with AI is to extract value for both the customer and the business, from a perspective that integrates AI capabilities, with and for people, over the coming years.”
Solanas added that the company’s approach is based on collaboration and cross-functional involvement:
“It has to happen at the company level, with the participation of all teams, and always thinking about achieving tangible benefits for customers, employees, intermediaries, collaborators, and other stakeholders.”
Principles and Expansion.
The manifesto presented by Mapfre is structured around five essential principles:
Hybrid AI Model
The company advocates for a model where AI enhances human capabilities. This approach values shared responsibility and the right talent for proactive adoption.
Responsible Governance
Projects must be developed responsibly and align with the business’s strategic goals. Control mechanisms are established to ensure regulated deployment.
Information Protection
Data protection and trust are central pillars. Mapfre promotes ethical, secure, reliable, and transparent AI.
Human Development and Creativity
AI should drive productivity and human development. Mapfre believes that employees are catalysts for change and that their training is key to success.
Commitment to Sustainability
AI applications align with environmental and social criteria. The ethical approach is part of the company’s commitment to social responsibility and long-term vision.
Mapfre highlighted the favorable environment that Colombia offers for AI adoption. According to the World Economic Forum, more than 60% of Colombian companies already implement solutions based on this technology.
The Ministry of ICT projects that by 2025, 95% of companies in Colombia will use AI tools for customer service.
The Colombian government has developed a National Artificial Intelligence Strategy. This aims for the ethical and transparent use of AI, with an emphasis on developing local talent, digital inclusion, and innovation for economic recovery.
This regulatory framework makes Colombia an ideal environment for advancing solutions in key sectors such as finance, health, education, and insurance.
Mapfre’s new Artificial Intelligence Center leads the organizational transformation around this technology. It is a cross-functional structure that serves as a global coordination hub for the entire Group.
This center integrates specialized talent from Brazil, Spain, and the United States. Thanks to this diversity, the AI strategy adapts to the regulatory and cultural specifics of each region.
The AI Center also operates as a platform for advisory, active listening, execution, and control of initiatives. Its goal is to optimize business results and generate tangible value for customers.
According to the company, its mission is:
“To turn uncertainty into opportunity through AI, contributing to optimizing business results and customer value, always guided by the principles and values of Mapfre and respect for people.”
Among its main goals are the coordinated application of use cases and the ability to scale and reuse successful solutions across the Group.
