The Future of Interaction: The Role of Interaction in a World Shaped by Intelligent Agents
MAPFRE’s recent study looks ahead to 2035, exploring how artificial intelligence (AI) will change insurance and daily interactions. It presents four scenarios that map out how intelligent agents might influence the sector and highlights key trends insurers should get ready for.
Intelligent agents are systems that sense their environment, process data, make decisions, and act autonomously to reach specific goals. Examples include AI chatbots, virtual assistants, self-driving cars, recommendation algorithms on platforms like Netflix and Amazon, and smart home devices.
Based on extensive research, MAPFRE outlines four scenarios showing how AI, digital agents, and smart devices could automate and simplify interactions in insurance and beyond.
Scenario 1: Where the Wall Stopped Us
This scenario depicts a future with minimal AI integration and limited digital progress. Insurance remains traditional, with little customization and manual underwriting or claims processing. Customer experiences are bureaucratic, relying heavily on human agents. Data integration is poor, which restricts precise risk evaluations and stifles innovation due to regulatory limits.
Scenario 2: The Art of Maximising
Here, AI assistants improve efficiency in daily tasks but don’t completely disrupt the insurance market. The result is a segmented market—some customers benefit from personalized premiums based on exclusive data, while others face higher costs and less efficient services. Advanced insurers dominate the premium segment, leaving others behind due to data integration challenges.
Scenario 3: Towards Utopia
This scenario envisions a world where intelligent agents provide seamless, personalized experiences and widely accessible technology transforms insurance operations. Insurers shift to real-time, data-driven, and preventive models. Premiums adjust dynamically based on customer behavior, and processes become fully automated. Yet, this hyper-connectivity raises privacy and regulatory challenges that insurers must address.
Across all scenarios, insurers will need to focus on smarter, seamless interactions across channels, increased automation in transactions, and human support during critical moments—where empathy and clarity matter most.
The study also points to the need for redefining physical and digital presence, adapting to generational and customer preferences, and preparing for intelligent agents to shift interactions away from traditional platforms.
- Embedded insurance and new platforms will reshape the value chain.
- Hyper-personalized services will rely on rich customer data.
- Security, trust, and privacy will become strategic priorities.
According to Javier Maraña, Head of Technological Innovation at MAPFRE: “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.”
MAPFRE’s forecasting method, called “Futurecasting,” uses thirteen key drivers to create these scenarios, helping stakeholders anticipate future realities and opportunities.
For insurance professionals, understanding these possibilities is crucial to staying competitive and relevant. Preparing for more automated, data-driven, and customer-centric approaches will be essential as AI and intelligent agents become part of daily operations.
To deepen your knowledge on AI’s impact in insurance and how to adapt, explore relevant courses and resources at Complete AI Training.
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