{"id":25733,"date":"2025-11-26T16:35:04","date_gmt":"2025-11-26T14:35:04","guid":{"rendered":"https:\/\/www.elcol-legi.org\/w\/gen-ai-la-nova-frontera\/"},"modified":"2025-11-26T16:39:38","modified_gmt":"2025-11-26T14:39:38","slug":"gen-ai-la-nova-frontera","status":"publish","type":"post","link":"https:\/\/www.elcol-legi.org\/w\/gen-ai-la-nova-frontera\/","title":{"rendered":"Gen AI, la nova frontera"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2>Gen AI, la nova frontera<\/h2>\n<p>[\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]<em>La intel\u00b7lig\u00e8ncia artificial generativa (Gen AI) redefineix la manera com interactuen clients i companyies**<\/em>[\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1764167516501{margin-bottom: 20px !important;}&#8221;]La intel\u00b7lig\u00e8ncia artificial generativa (Gen AI) ha irromput amb for\u00e7a en el sector assegurador, redefinint la manera com clients i companyies interactuen. El que fa pocs anys semblava ci\u00e8ncia-ficci\u00f3 avui \u00e9s una realitat: sistemes capa\u00e7os de comprendre el llenguatge natural, generar respostes precises i acompanyar el client al llarg de tot el cicle assegurador. L\u2019informe recent \u201cGen AI in the Insurance Customer Journey\u201d, elaborat per l\u2019Associaci\u00f3 de Ginebra a partir d\u2019una enquesta global i entrevistes amb experts, ofereix una radiografia completa d\u2019aquest fenomen i del seu impacte real en l\u2019experi\u00e8ncia de l\u2019assegurat.<\/p>\n<p><strong>Una revoluci\u00f3 en la relaci\u00f3 entre client i asseguradora<\/strong><\/p>\n<p>A difer\u00e8ncia dels xatbots tradicionals, limitats a respostes preprogramades, Gen AI interpreta matisos, formula recomanacions personalitzades i mant\u00e9 converses similars a les humanes.<\/p>\n<p>Aquesta evoluci\u00f3 suposa un salt qualitatiu en la interacci\u00f3, cosa que permet que els clients facin consultes, gestionin p\u00f2lisses o tramitin sinistres de manera m\u00e9s r\u00e0pida, fluida i eficient.<\/p>\n<p>L\u2019informe distingeix dues grans vies a trav\u00e9s de les quals els usuaris interactuen avui amb Gen AI:<\/p>\n<ul>\n<li>Eines proporcionades per les asseguradores: assistents virtuals, xatbots avan\u00e7ats, sistemes de recomanaci\u00f3 o eines d\u2019an\u00e0lisi.<\/li>\n<li>Plataformes d\u2019\u00fas general, com ChatGPT o Copilot, que els clients utilitzen pel seu compte per comparar productes, resoldre dubtes o orientar les seves decisions.<\/li>\n<\/ul>\n<p><strong>Beneficis tangibles per al client: rapidesa, personalitzaci\u00f3 i m\u00e9s control<\/strong><\/p>\n<p>L\u2019enquesta, realitzada en els sis principals mercats asseguradors (la Xina, Fran\u00e7a, Alemanya, el Jap\u00f3, el Regne Unit i els Estats Units), mostra una actitud molt positiva envers Gen AI, especialment a la Xina i als EUA.<\/p>\n<p>Els beneficis percebuts s\u00f3n clars:<\/p>\n<p><strong>1. Accessibilitat i rapidesa<\/strong><br \/>\nGen AI ofereix atenci\u00f3 immediata i disponible 24\/7. Aix\u00f2 redueix temps, accelera consultes i facilita processos com la comparaci\u00f3 d\u2019ofertes, la gesti\u00f3 documental o la tramitaci\u00f3 de sinistres.<\/p>\n<p><strong>2. Personalitzaci\u00f3 real<\/strong><br \/>\nAnalitzant patrons i prefer\u00e8ncies, Gen AI proposa productes adaptats a les necessitats del client, millorant la seva satisfacci\u00f3 i ajustant l\u2019oferta asseguradora a la seva realitat.<\/p>\n<p><strong>3. Empoderament de l\u2019usuari<\/strong><br \/>\nCada vegada m\u00e9s clients utilitzen aquestes eines per informar-se, comparar i exigir m\u00e9s transpar\u00e8ncia i qualitat. La relaci\u00f3 client-asseguradora es transforma: l\u2019usuari ja no nom\u00e9s rep informaci\u00f3, sin\u00f3 que la contrasta i valida.<\/p>\n<p><strong>El que el client espera: tecnologia s\u00ed, per\u00f2 amb humanitat i seguretat<\/strong><\/p>\n<ul>\n<li>Tot i l\u2019entusiasme general, els clients mantenen expectatives clares que delimiten aquesta transformaci\u00f3:<\/li>\n<li>Acc\u00e9s a atenci\u00f3 humana sempre que sigui necessari, especialment en situacions complexes o sensibles.<\/li>\n<li>Protecci\u00f3 estricta de les dades personals, amb total transpar\u00e8ncia sobre el seu \u00fas i emmagatzematge.<\/li>\n<li>Precisi\u00f3 i rigor en la informaci\u00f3 generada, evitant errors o \u201cal\u00b7lucinacions\u201d pr\u00f2pies dels models generatius.<\/li>\n<li>Transpar\u00e8ncia, tant en l\u2019\u00fas de la tecnologia com en la l\u00f2gica que hi ha darrere de les recomanacions i decisions automatitzades.<\/li>\n<\/ul>\n<p><strong>Reptes: confian\u00e7a, privacitat i supervisi\u00f3 humana<\/strong><br \/>\nL\u2019\u00fas de Gen AI tamb\u00e9 planteja desafiaments importants:<\/p>\n<p><strong>1. P\u00e8rdua del contacte hum\u00e0<\/strong><br \/>\nProp del 40% dels clients tem que l\u2019automatitzaci\u00f3 elimini la interacci\u00f3 personal, especialment en mercats occidentals. L\u2019experi\u00e8ncia humana continua sent essencial en el sector.<\/p>\n<p><strong>2. Riscos de privacitat i seguretat<br \/>\n<\/strong>El maneig de dades sensibles augmenta l\u2019exposici\u00f3 a ciberatacs o suplantacions. Les asseguradores han de refor\u00e7ar la ciberseguretat i explicar de manera did\u00e0ctica els seus protocols.<\/p>\n<p><strong>3. Precisi\u00f3 de la informaci\u00f3<\/strong><br \/>\nLes \u201cal\u00b7lucinacions\u201d dels models generatius poden derivar en decisions err\u00f2nies, com ara denegacions injustificades de sinistres. La supervisi\u00f3 humana en processos cr\u00edtics \u00e9s indispensable.<\/p>\n<p><strong>4. Explicabilitat<\/strong><br \/>\nL\u2019opacitat dels algoritmes dificulta que el client n\u2019entengui el funcionament. Les asseguradores han d\u2019explicar de forma clara com funciona Gen AI i quin paper juga en la seva experi\u00e8ncia.<\/p>\n<p><strong>Com s\u2019han d\u2019adaptar les asseguradores: innovaci\u00f3 responsable<\/strong><\/p>\n<p>Gen AI ofereix grans oportunitats, per\u00f2 tamb\u00e9 obliga a repensar processos, rols i models de negoci. L\u2019informe proposa diverses l\u00ednies d\u2019actuaci\u00f3:<\/p>\n<p><strong>1. Models h\u00edbrids hum\u00e0\u2013IA<br \/>\n<\/strong>La IA ha de complementar, no substituir, l\u2019atenci\u00f3 personal. La clau \u00e9s equilibrar efici\u00e8ncia i calidesa humana.<\/p>\n<p><strong>2. Acompanyament al client empoderat<\/strong><br \/>\nEls clients arriben cada vegada m\u00e9s informats. Les asseguradores han d\u2019aportar valor afegit contrastant i contextualitzant la informaci\u00f3 obtinguda pel client.<\/p>\n<p><strong>3. Governan\u00e7a i \u00e8tica<\/strong><br \/>\nEquips de supervisi\u00f3, auditories d\u2019equitat i mecanismes de responsabilitat seran imprescindibles per garantir un \u00fas responsable.<\/p>\n<p><strong>4. Compliment normatiu<\/strong><br \/>\nNormatives com la EU AI Act obliguen a refor\u00e7ar la transpar\u00e8ncia, la mitigaci\u00f3 de biaixos i els drets del client. L\u2019adaptaci\u00f3 ha de ser rigorosa, per\u00f2 sense frenar la innovaci\u00f3.<\/p>\n<p><strong>5. Formaci\u00f3 i reskilling<\/strong><br \/>\nEls equips hauran d\u2019assumir nous rols: supervisi\u00f3 de models, validaci\u00f3 de dades, gesti\u00f3 \u00e8tica de la IA i atenci\u00f3 refor\u00e7ada en casos sensibles.<\/p>\n<p>La intel\u00b7lig\u00e8ncia artificial generativa no \u00e9s nom\u00e9s una eina tecnol\u00f2gica; \u00e9s un catalitzador de transformaci\u00f3 profunda. Si s\u2019utilitza amb responsabilitat, pot millorar l\u2019efici\u00e8ncia, refor\u00e7ar la confian\u00e7a i elevar l\u2019experi\u00e8ncia del client a un nou nivell.<\/p>\n<p>El gran repte del sector ser\u00e0 construir models m\u00e9s oberts, precisos i centrats en la persona, on la tecnologia no substitueixi la humanitat, sin\u00f3 que la potenci\u00ef. Gen AI marca el cam\u00ed cap a una asseguran\u00e7a m\u00e9s transparent, m\u00e9s \u00fatil i, sobretot, m\u00e9s alineat amb les necessitats reals de les persones.[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/4&#8243;][stm_spacing lg_spacing=&#8221;50&#8243; md_spacing=&#8221;50&#8243; sm_spacing=&#8221;50&#8243; xs_spacing=&#8221;50&#8243;][vc_column_text]<\/p>\n<h2>\u00daltimes not\u00edcies<\/h2>\n<p>[\/vc_column_text][stm_news loop=&#8221;size:4|order_by:date|order:DESC|post_type:post|categories:8&#8243; posts_per_row=&#8221;2&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;] Gen AI, la nova frontera [\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]La intel\u00b7lig\u00e8ncia artificial generativa (Gen AI) redefineix la manera com interactuen clients i companyies**[\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1764167516501{margin-bottom: 20px !important;}&#8221;]La intel\u00b7lig\u00e8ncia artificial generativa (Gen AI) ha irromput amb for\u00e7a en el sector assegurador, redefinint la manera com clients i companyies interactuen. El que<\/p>\n","protected":false},"author":4,"featured_media":25730,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[160,1868,2119],"class_list":["post-25733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-mediarionews","tag-mn-2","tag-mn287"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gen AI, la nova frontera - Col-legi de Mediadors d&#039;Assegurances de Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.elcol-legi.org\/w\/gen-ai-la-nova-frontera\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gen AI, la nova frontera - Col-legi de Mediadors d&#039;Assegurances de Barcelona\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;] Gen AI, la nova frontera [\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]La intel\u00b7lig\u00e8ncia artificial generativa (Gen AI) redefineix la manera com interactuen clients i companyies**[\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1764167516501{margin-bottom: 20px !important;}&#8221;]La intel\u00b7lig\u00e8ncia artificial generativa (Gen AI) ha irromput amb for\u00e7a en el sector assegurador, redefinint la manera com clients i companyies interactuen. 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