Intelligent agents like AI-powered assistants, autonomous systems and smart devices could radically reshape how people interact with insurers by 2035, according to new research from global insurance giant MAPFRE.
The study outlines four possible futures for human–machine interaction, ranging from limited progress to a fully automated, hyper-personalised world where intelligent agents take centre stage.
The report, titled The Future of Interaction, is based on expert interviews and trend analysis, offering a strategic lens for insurers navigating the rapid rise of artificial intelligence.
It highlights growing pressure on insurers to modernise systems, redefine customer engagement, and address mounting concerns over data security and trust.
“As human–machine interaction becomes more common, the insurance industry must evolve,” said Javier Maraña, Head of Technological Innovation at MAPFRE. “We’re already working to adapt processes, strengthen tech infrastructure, and build strategic alliances to meet the demands of tomorrow’s policyholders.”
The 2035 scenarios range from stagnant AI adoption to a near-utopian digital future where intelligent agents create seamless, personalised experiences. The report also warns of a potential digital divide, where only the wealthy benefit from advanced AI.
Insurers, it argues, must prepare for rising customer expectations around frictionless service, embedded products, and empathetic human support in critical moments. Traditional websites and apps could become obsolete as digital assistants and AI-driven platforms become the primary interface.
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