In the midst of digital transformation, generative artificial intelligence (GAI) emerges to drive growth and innovation in organizations. It is already a reality for the population and has come to change the way we relate, learn or work. “AI is going to change the lives of all of us, in any sector,” highlights Eva García San Luís, partner in charge of KPMG Lighthouse. However, there are also many unknowns surrounding this technology, as it presents challenges such as security and customer privacy. In the business field, the IAG must be responsible from the first minute and maintain the company’s ethics. This was the conclusion of the first meeting of the artificial intelligence-proof dialogue cycle organized by elEconomista.es and KPMG, called Application of AI in the insurance sector.
“We are all aware that this technology has enormous power,” says Ana Puche, chief Operations & Technology Officer of Zurich Santander Insurance America, who explains that “the above provided data and elements to make decisions, but this technology produces content about those decisions.” .In the business field You have contracted obligations with your client and you have to be rigorousTherefore, what this artificial intelligence that I apply proposes to me, I have to control.”
García perceives the opportunity: “In addition to offering new services to the client, from the AI area we review our processes and start a project that changes the way we work. We are living in an incredible moment, with many challenges ahead, but we we see how to have an assistant who knows everything who needs to review the information, of course. “Once you do it in a corporate environment you can put safeguards in place.”
According to Perspectivas España 2024, a report prepared by KPMG in collaboration with CEOE, 54% of those surveyed say that they have either already incorporated generative artificial intelligence systems into the business, or they plan to do so soon. Regarding companies that are expectant or cautious, García points out that “this is not only about technology, it is about strategy, how you change your company, how you improve your processes so that they are as efficient as possible, how you are going to transform your company. “Companies that have not started should start as soon as possible.”
In this sense, Puche highlights that when you enter the IAG “the possibilities it offers are infinite. What motivates you to adopt this technology is that, contrary to thinking that the machine can replace the human, the human being will be more empowered.” because it will have great processing power when it comes to doing its job.
The insurance and financial sector has control and safeguard systems. “We have a commitment to the client, a contract or a policy with protection and a regulated environment,” says Puche, who adds that “everything we decide based on this intelligence or how we rely on it has direct implications in this contract, so it has to be done with rigor and without bias. Interpreting the conditions of a policy, the coverage and the guarantees with what the client is telling you is where we see the power. Our strategy revolves around the client and we understand that. “Everything we achieve around him is going to be productive.”
Employees
Experts mention change management as one of the main challenges of generative AI, which is also joined by talent. It is people who have to control this technology, so organizations have to make a transition for employees to adapt.. “Any technological revolution has an impact on people because it changes the way they work,” says García, who does not perceive a catastrophic vision, since he believes that the use of AI will give us many benefits. “The only way to do this is for the interaction between human and machine to be possible. Companies have to ensure that this process helps and increases the power of your employee and that he feels comfortable with that new job,” highlights the expert from KPMG, a firm that has an alliance in AI with Microsoft.
In Zurich Santander they are beginning to give this tool to the employee. Puche is optimistic, since he believes that “adoption in our company will happen because the employee is the protagonist. You have to promote a tool that helps in their work, that they have to trust and that they have to be calm with.”
