6 keys on the state of the insurance sector regarding the implementation of customer-oriented Artificial Intelligence: 4 out of 10 companies use AI actively now
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Innova-tsn presented in INESE’s Insurance Week 2026, the main takeaways of its “Insurance Sector Customer Management Report 2025”
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Legal and ethical implications (66%), data quality (63%) and shortage of talent (50%) are established as the main challenges for the implementation of AI in the insurance sector.
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39% of insurance companies now use AI actively (compared to 28% in 2024), mainly to cut response time (73%) and optimise costs (64%).
The Spanish insurance sector continues making progress in the implementation of artificial intelligence (AI) applied to customer management, thus consolidating its use in key processes of efficiency, segmentation and customisation. However, this growth is taking place in an environment marked by greater regulatory requirements and the need to strengthen data governance and AI systems themselves.
The coming into force of the EU AI Act marks a turning point in a highly regulated sector. The new regulation establishes a classification of systems based on their level of risk, requiring insurance companies to analyse each use case and adapt their control, supervision and documentation mechanisms according to their criticality.
In this context, the Insurance Week organised by INESE has been the venue chosen by Innova–tsn, a Spanish technology consultancy specialising in the comprehensive data lifecycle and artificial intelligence, to explore the challenges that come with this new phase. During the conference, the company presented the main takeaways of the fifth edition of its “Insurance Sector Customer Management Report 2025”, offering a specific roadmap for entities seeking to turn regulation into a strategic opportunity and competitive advantage.
The six pillars that structure the implementation of customer-oriented AI in the insurance sector
Innova-tsn identifies six pillars which organise an AI Governance model able to combine regulation compliance, generation of value and customer trust.
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Regulatory compliance by design: The EU AI Act requires the integration of risk management, traceability and transparency from the initial stages of any technological development. To address this process, it is essential to rely on international frameworks such as the NIST AI Risk Management Framework, which organizes risk management into four functions: governance, mapping, measurement and management, facilitating orderly implementation in line with regulatory requirements.
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Data governance as a structural foundation: a reliable AI cannot exist without high-quality, integral and traceable data. Although 88% of insurance companies project a consistent brand image in their interactions and 55% consult the customer’s interaction history, only 40% have a 360º view of the customer. This highlights the need for unified platforms that manage the entire data lifecycle and enable true customisation.
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Gradual adoption towards strategic use: 39% of insurance companies now use AI actively, compared to 28% in 2024. Its application focuses particularly on customer behaviour analysis (68%), segmentation for loyalty and upselling (61%) and response automation (55%). Now, the challenge is to evolve from reactive use to fully strategic and business-oriented applications.
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Evolution towards a value-generating relational model: cutting response time (73%) and cost and resource optimisation (64%) are still the main goals for AI implementation in the sector. However, projections for 2026 point to a greater focus on customer experience (CEX) management, loyalty and upselling, reflecting a shift towards a more relational model where AI acts as a lever for long-term value development.
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Strategies adapted to level of maturity: there is not a single roadmap valid for implementing AI in the insurance sector. The strategy must be adapted to the degree of digitalisation, the available resources and the culture in each organisation, balancing regulatory compliance and value creation. Depending on the starting point, organisations may prioritise building a robust governance framework, developing specific use cases, parallel evolution between governance and deployment, or training and change management as the initial element.
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Human-AI hybrid model with cultural transformation: 43% of insurance companies are committed to a hybrid model of interaction between human teams and AI, while 31% prefer technology to act discreetly in order to preserve customer trust. Given the shortage of specialised talent, highlighted by 50% of companies and noted during the conference as one of the main challenges facing the sector, training beyond the regulatory minimum and internal leadership will be essential to consolidate this cultural transformation in the sector.
According to Carlos R. Larrea, Business Development Manager at Innova-tsn:
“Regulation requires insurance companies to make a qualitative leap in AI governance, but the data shows that the sector is already moving in the right direction, combining efficiency, customer experience and responsibility.”
“The challenge now is to turn EU AI Act compliance into an opportunity to strengthen policyholder trust, relying on a hybrid relationship model, robust data governance and AI adoption strategies aligned with the reality of each company, he concludes”
About the Insurance Sector CM Report
The 2025 Customer Management Survey in the Insurance Sector, now in its fifth edition, has established itself as a benchmark tool for understanding the evolution of insurance companies in Spain in terms of customer management and the implementation of artificial intelligence (AI).
This is a tool promoted by Innova-tsn experts which seeks to know the reality, opinions and points of view of professionals with several years’ experience in Spain’s main insurance companies. Results are complemented with a roundtable with experts from the insurance industry who contribute with a practical perspective on the tensions, barriers and opportunities in these fields.
To access the full report, please contact us via comunicación@innova-tsn.com.
