BBVA integrates AI into these marketing and legal processes

Also on the front line with regard to ensuring the deployment of artificial intelligence within the banking processes, BBVA today presents two new uses, marketing and legal, for the latest AI technologies. A new step that illustrates BBVA's ambition to pursue a strategy already well developed in 2024.

FACTS

• BBVA now estimates that the group has over 900 cases of strategic use of the generic AI in its processes.

• These uses are being implemented by the group's employees. And among them:
  • streamlining the management of large volumes of data,
  • help with code development,
  • quickly locate information to answer clients' legal questions,
  • increase the visibility of marketing actions.

• The last two uses cited are presented by the bank as novelties with high added value.

• Within the legal branch of the bank, for example, the work of the nine lawyers helps the managers of the offices in Spain solve more than 40,000 legal issues of clients per year is now partly simplified by the use of AI. A personalized assistant within ChatGPT was created specifically for this topic.

• The team saves time and is able to speed up its handling of client issues and improve their quality.

• On the marketing aspect of the use of artificial intelligence by BBVA teams, AI helps to reduce the idation time and accelerate the development of shares according to the bank.

ISSUES

• To value its decisions: BBVA points out that the deployment of these new uses of AI results from its previous decision to deploy more than 3,000 ChatGPT Enterprise licenses within the group. A decision that led to new ideas on the possible uses of general AI, particularly in terms of productivity improvement.

• Continue its efforts : BBVA is one of the most important international financial institutions committed the deployment of artificial intelligence technologies within these processes. In particular, the Spanish bank seeks to capitalize on its teams to develop their expertise on the topic and find new cases of use for artificial intelligence. In 2025, the bank stated that it wanted to continue these efforts by assessing the specific impact measures of the use of ChatGPT by its teams according to 5 criteria:
  • the quantity of uses of technology (i.e. the number of tasks performed via ChatGPT),
  • improving the quality of performance,
  • stimulating innovation,
  • reducing the time required to process tasks,
  • direct economic impact.

• Controlled Progress : While BBVA today illustrates its ambition to increase the application of artificial intelligence in these processes and its activities, the Spanish bank does not forget the risks that these technologies may pose. Recently, she translated So his efforts through his new association with IBM Research, to test artificial intelligence and above all to measure the impact of biases and distorted results in discrimination.

PERSPECTIVE

• In July 2024 it is the Crédit Mutuel Alliance Federale that industrialisation The general AI by stressing its intention to deploy 35 cases of use of technology in its networks. Also in France, BNP Paribas put For its part, in October 2024, the fact that it had more than 750 cases of the use of artificial intelligence already in production within its organization is on the rise. These include improving customer knowledge, optimising their experience, improving operational efficiency and strengthening risk management.

• While the fight against fraud remains in the event of a major use of artificial intelligence in financial services, BBVA still demonstrates today that there are many avenues for diversifying the use of artificial intelligence within services.

Traduit automatiquement via Libretranslate / Automatically translated via Libretranslate