The initiative reflects MAPFRE’s commitment to embedding ethical and human-centric values into its digital transformation strategy.

The Manifesto outlines five key commitments: combining human expertise with AI in a hybrid model to create business value; establishing responsible governance to ensure ethical AI use aligned with corporate strategy; safeguarding trust and transparency by building secure and reliable systems; using AI to empower employees and foster professional growth; and aligning AI efforts with sustainable development goals to promote social and environmental responsibility.

Alongside the Manifesto, MAPFRE has also launched a new AI Center—an international hub designed to lead the company’s AI strategy, innovation, and governance. The center integrates talent from Spain, Brazil, and the United States, and will coordinate efforts across the Group to drive scalable, high-impact use cases. It aims to support local market adaptation, ensure regulatory compliance, and improve operational efficiency, ultimately delivering tangible value to customers and the business.

MAPFRE’s investment in AI is already yielding results. The company has implemented more than 115 AI use cases globally, spanning functions such as claims management, customer service, and process optimization. Over 40% of customer transactions are now managed by virtual assistants, and 1.2 million customers benefit from automated document processing solutions. In Spain—where MAPFRE has 7.7 million customers—70% have interacted with AI-enabled services. More than 60 active AI projects have improved over 16 million customer interactions. Among the tools deployed is MIA GPT, a virtual assistant for agents that handles over 90,000 inquiries annually with a customer satisfaction rate exceeding 80%.

A major pillar of MAPFRE’s AI strategy is talent development. Over the past three years, AI-related roles within the company have tripled. Today, more than 3,000 employees and mediators use AI tools to boost productivity and enhance the customer experience. The company views AI not as a replacement for people, but as a means to augment human capabilities and foster innovation across its operations.

“AI must serve people—not replace them,” said Maribel Solanas, MAPFRE Group Chief Data Officer. “With our Manifesto and AI Center, we’re ensuring AI adoption is strategic, ethical, and human-centric. 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.”