We incorporate Machine Learning techniques into Artificial Intelligence aimed at optimising the policy pricing and speeding up decision-making in the risk assessment of a potential policyholder. The aim is to achieve hyper-personalisation of the product offer and reduce the time to market of new products based on analytical models, sensorisation, connectivity and platforms. Our goal of this transformative action is to help the product and pricing areas incorporate artificial intelligence techniques, Machine Learning and external data (TELCO) into their pricing and risk underwriting models, as well as collaborate in the design of new products based on IoT Sensorisation.