MAPFRE, a leading Spanish insurer and the largest multinational insurance group in Latin America, has announced the release of its Manifesto for a Humanistic, Ethical, and Responsible AI.
The company also debuted its AI Center, becoming the first IBEX 35 company to formally establish guiding principles for AI development and usage.
The Manifesto and the AI Center—was launched in response to the growing need for responsible, transparent, and human-centred AI deployment in the insurance sector.
Founded in Spain, MAPFRE operates globally, offering insurance and reinsurance services across Europe, Latin America, and the United States. It is known for its expansive footprint in Latin America and has a strong commitment to innovation and sustainable development in financial services.
The Manifesto outlines five core commitments: a hybrid AI model blending human and machine intelligence, responsible governance aligned with strategy, trust and transparency in data and systems, AI-driven empowerment and growth for employees, and the integration of sustainable development goals.
The AI Center functions as MAPFRE’s global hub for AI governance, innovation, and strategic development. It integrates talent from Spain, Brazil, and the U.S. to support localisation, regulatory alignment, and operational efficiency. The goal is to coordinate scalable, high-impact AI use cases that bring tangible value to both customers and the business.
Currently, MAPFRE has implemented over 115 AI use cases across its operations. These include enhancements in claims management, customer service, and process optimisation. Notably, more than 40% of all transactions are managed by virtual assistants, and 1.2 million customers benefit from automated document processing technologies.
Spain serves as the cornerstone of MAPFRE’s global AI rollout, where 70% of its 7.7 million customers have interacted with AI solutions. Over 60 active AI projects have enhanced 16 million customer interactions. Tools such as MIA GPT, a virtual assistant for agents, have handled over 90,000 queries annually, maintaining a customer satisfaction rate of more than 80%.
As part of its long-term strategy, MAPFRE has significantly expanded its AI talent base, tripling the number of AI-focused roles in the last three years. Currently, more than 3,000 employees and mediators utilise AI tools to enhance productivity and improve customer service delivery.
MAPFRE group chief data officer Maribel Solanas said, “AI must serve people—not replace them. With our Manifesto and AI Center, we’re ensuring AI adoption is strategic, ethical, and human-centric.”
She added that for MAPFRE’s managers, these capabilities are differentiating, and “any step in AI must be taken at the company level with the participation of all teams, always thinking about obtaining tangible benefits for clients, employees, intermediaries, collaborators, and other stakeholders.”
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