What will the future of interaction in the society of tomorrow be like? MAPFRE analyzes the role that the insurance industry will play 

The way in which humans interact with each other and with technology is in the midst of transformation. The evolution of artificial intelligence (AI), the expansion of digital agents, and the integration of smart devices are redefining how we communicate, work, and make decisions. The line between human interaction and automation becomes increasingly diffuse, with systems that not only respond to our needs, but also anticipate them. 

MAPFRE, a leading insurance company in Spain, the sixth largest insurance company in Europe, and the largest insurance company in Latin America, has conducted an analysis to propose four plausible scenarios to explore how the nature of interaction could evolve from now to 2035, and to study what role the insurance industry could play in each of them. The results have been reflected in the report “The Future of Interaction: The Role of Interaction in a World Configured by Virtual Assistants”.

The scenarios we outline in this report aim to define the playing field in which the reality surrounding the future of interaction will materialize, both in the personal and corporate spheres. We do not seek to predict the future, but rather to make a plausible reflection on how the evolution of the interaction between humans and machines will unfold. “This approach allows us to prepare for the possible changes that the future holds for us and to work towards making the best scenario a reality for everyone,” explains Bárbara Fernández, Deputy Director of Corporate Innovation at MAPFRE. 

Four evolution scenarios 

To support this reflection, research was conducted on a wide range of published materials on the subject, and interviews were carried out with global experts in interaction, technology, industry, sociology, psychology, and behavioral science. Based on this research, four plausible scenarios for 2035 were defined: 

1. • Scenario 1: “Where the wall stopped us.” In this scenario, technological evolution has not met expectations and is characterized by limited digitalization. AI has a reduced role, being effective only in repetitive tasks and simple tasks. Mobile phones continue to dominate as the main interaction platform. Furthermore, the interoperability between applications and devices is deficient, generating frictions in the digital experience and limiting the functionality of technological tools. This scenario reflects a stagnant technological ecosystem, where digital tools fail to significantly transform the way we operate in the insurance industry. 

• • Scenario 2: “The art of maximizing.” This describes a world where AI assistants are omnipresent, optimizing simple and repetitive daily tasks. The adoption of advanced devices such as augmented reality glasses and wearables has increased significantly thanks to improvements in ergonomics, autonomy, and functionality. Technology is used to maximize efficiency in different aspects of daily life, although its scope is limited to specific optimizations. Regarding the insurance industry, this scenario stands out for its focus on optimization and efficiency, without achieving total transformation. 

• • Scenario 3: “The era of digital luxury.” In this scenario, technology has advanced significantly, but its access is restricted to those who can pay for it, creating a large digital divide. AI has reached remarkable levels of autonomy and capacity, but only in exclusive environments where costs are not an impediment. The lack of interoperability between devices and platforms limits the potential of technology, while restrictive regulations hinder the development of AI and restrict the use of data for personalization. For the insurance industry, this scenario implies extreme segmentation. 

• • Scenario 4: “Toward Uxtopia.” This describe a world where interaction with intelligent agents is ubiquitous and completely transforms everyday life. Technology has reached levels of integration and autonomy that allow for seamless and personalized experiences in all aspects of life. Advanced devices are accessible and designed to provide intuitive interactions and frictionless experiences, while regulation favors the development and use of AI. In the insurance industry, this scenario represents a revolution, reflecting the maximum potential of technology, with a radical transformation in the way we operate and manage risks. 

Implications for the insurance industry 

For each of the scenarios, implications have been individually analyzed, and subsequently, common elements across all of them have been identified, allowing us to narrow down the uncertainty we face. 

From this analysis, it is concluded that the insurance sector is confronting a context shaped by certain elements that will intensify over time: 

• • Customers more demanding than ever when it comes to interaction. Policyholders will demand interactions that are more fluid, multi-modal and convenient, and aligned with experiences from other sectors. 

• • Increased automation in all transactional processes. A significant reduction of human intervention in transactional processes is expected, prioritizing efficiency. 

• • Human interactions at key moments. In situations with a high psychological or emotional burden, which require complex explanations and a high degree of empathy, human attention will be essential. Therefore, it will be essential to identify these critical moments and define appropriate mechanisms to assign the channel and the form of interaction most appropriate for each person and each situation. 

• • Redefinition of physical and digital spaces. It will be necessary to understand when, where, and how to be present, as well as what to offer in each space, taking into account the consumption preferences of customers and the coexistence of different generations. 

• • Interaction with intelligent agents. Generative AI agents will transform how we search for information and perform interactions, displacing traditional applications and web pages. 

• • Reconfiguration of the value chain. The impact of smart agents on the customer relationship, together with the boom in embedded insurance in orchestration platforms, will provoke transformations in the value chain.  

• • Hyper-knowledge of the customer. The growing availability of data generated by assistants and advanced devices, along with the ability to integrate, interpret, and contextualize it, will enable us to achieve an unprecedented customer vision.  

• • Greater awareness of security. The growing sensitivity around security and privacy, combined with the upturn in fraud and cyberattacks, will fuel widespread distrust among consumers. In this context, insurance companies must focus our efforts on providing guarantees of trust and security that address these new concerns. 

“In a present and future where human-machine interactions are becoming increasingly common, insurance companies must intensify our efforts by understanding customers and adapting to them, redefining processes and adapting operating models, strengthening essential technological foundations, increasing the capabilities of our employees, or establishing alliances with third parties, among others, to support our policyholders,” says Javier Maraña, head of the technological innovation office at MAPFRE. “We cannot waste time; at MAPFRE we are already working on this line,” he adds. 

You can download the full report at this link. 

Methodology 

The Futurecasting methodology was used in this report. The scenarios were generated based on knowledge gathered through primary and secondary research methods, identifying the determining factors in relation to the evolution of reality around the focus topic. These factors were aggregated in thirteen drivers with which the scenarios were articulated. 

This methodology allows participants to be placed in the four alternative futures, helping to explain how this situation is arrived at, what implications it has, and what opportunities could arise.