INNOVATION | 06.06.2025
Our impact at ITC Europe Amsterdam 2025
ITC Europe Amsterdam is a pivotal event for the insurtech sector and innovation within the European insurance industry. At MAPFRE, we were proud to participate, and today we share a summary of our involvement along with four essential insights you won’t want to miss.
The event brought together global insurance leaders to discuss the industry’s future amid rapid transformation. Over two days, attendees explored how technology and collaboration are shaping the future of insurance in the region.
Representing MAPFRE, Javier Maraña and Jesús López from the Technology Innovation Office immersed themselves in the latest trends and perspectives, engaged with the ecosystem, exchanged insights, and gathered fresh ideas to enhance our projects and strategies.
Roundtable on emotional intelligence and AI
Javier Maraña contributed to a roundtable titled “Emotional Intelligence meets AI: Humanizing Customer Experience”.
Experts shared views on maintaining the human touch as automation and AI reshape the insurance industry. The discussion focused on integrating empathy, emotional intelligence, and personalization into increasingly digital customer service and claims management processes.
Javier explored topics such as generative AI, synthetic voice generation and cloning, the impact of AI on customer experience, and the future of customer interaction. He referenced an upcoming MAPFRE study that will shed further light on these developments.
“AI assistants available to our Contact Center employees help make customer interactions more efficient. They add significant value by delivering more accurate and personalized responses,” Javier emphasized during his presentation.
Four key takeaways from ITC Europe
Before concluding, we highlight four critical insights that Javier Maraña and Jesús López gained from the event; must-knows for any insurance innovator:
1. AI is no longer optional
From automating processes to creating new business models, artificial intelligence is transforming the very core of insurance, with particular emphasis on AgenticAI. The sector is integrating AI with transparency, responsibility, and compliance with regulatory standards.
2. Megatrends reshaping risk
Climate change, cybersecurity, and migration trends are reshaping the risk map, requiring the insurance industry to adapt accordingly.
3. The data challenge: Untapped gold
The insurance industry generates volumes of data, yet much work remains to turn data into real value. The “data mesh” can be either a facilitator or a hurdle, making data quality more critical than ever.
4. Empathy in the digital age
AI can improve customer service without sacrificing the human touch by blending virtual assistants with live agents at key moments. In a people-centric industry like insurance, recognizing and supporting these moments is vital to delivering exceptional customer experiences.
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