BBVA is moving generative AI out of experimentation and into the heart of day-to-day banking. By embedding ChatGPT Enterprise directly into its internal workflows, the bank is aiming to transform how risk is managed, services are delivered, and employees work across the organisation.
Rather than treating AI as a standalone productivity tool, BBVA is integrating it into its operational backbone—one of the most ambitious enterprise AI deployments in the financial sector to date.
From adoption to measurable value
For most banks, the real challenge with generative AI is not whether to adopt it, but how to extract meaningful value. BBVA addressed this head-on by grounding its rollout in data and internal validation rather than hype.
The bank began with a controlled pilot, issuing a limited number of accounts to test practical use cases. This initial phase focused on understanding how employees actually used AI in their daily work. Once those use cases were proven, BBVA expanded access significantly, scaling the platform across thousands of staff members.
The results were clear. Employees saved several hours each week on routine tasks, engagement levels were consistently high, and usage became habitual rather than occasional. Perhaps most notably, staff created thousands of custom GPTs tailored to their own workflows—demonstrating that real impact often comes from bottom-up innovation.
Embedding AI into banking workflows
This partnership goes far beyond document drafting or search assistance. BBVA is using AI to reshape core banking functions, particularly in areas where complexity and manual effort have traditionally dominated.
Risk analysis is a key focus, as it remains one of the most resource-intensive functions in financial services. AI is also being applied to modernise software development processes and improve internal support functions, helping teams move faster while maintaining control and consistency.
Leadership at BBVA has framed this shift as a continuation of its long-standing digital strategy—moving from digital-first to AI-native operations that anticipate needs rather than simply respond to them.
Governance in a regulated environment
Deploying AI at this scale in banking requires rigorous governance. BBVA’s implementation includes enterprise-grade security, strict privacy controls, and clear boundaries around how data is accessed and used.
ChatGPT Enterprise enables the creation of internal AI agents that connect securely to existing systems without exposing sensitive information. These agents operate within defined guardrails, ensuring compliance with regulatory and internal risk standards.
To support this, BBVA is also investing heavily in training. Rather than assuming staff will naturally adapt, the bank is working with OpenAI on structured adoption frameworks and role-specific education. This approach helps avoid a common enterprise failure mode: powerful tools that are underused due to lack of skills.
Reimagining the customer experience
AI integration is not limited to internal operations. BBVA has already introduced customer-facing capabilities through a virtual assistant that allows users to manage accounts and cards using natural language.
Looking ahead, the bank plans deeper integration that enables customers to interact directly with banking services through conversational AI. This moves AI from a support layer to a primary interface—reshaping how customers engage with financial products.
To accelerate this transition, BBVA maintains a dedicated team working closely with OpenAI’s product and research groups. This direct collaboration is designed to shorten feedback loops and support faster evolution toward fully AI-native services.
A blueprint for AI-native banking
BBVA’s strategy highlights a broader shift underway in financial services. Competitive advantage is no longer about simply having access to advanced models, but about embedding them deeply into workflows, governance structures, and organisational culture.
By focusing on real productivity gains, secure integration, and employee-led innovation, BBVA is offering a practical blueprint for how large, regulated institutions can move beyond AI pilots and into sustained operational impact.
As generative AI matures, banks that treat it as core infrastructure—rather than a peripheral tool—are likely to define the next era of financial services.
