BBVA sparks a wave of innovation among its employees with the deployment of ChatGPT Enterprise
Just five months after BBVA distributed 3,000 ChatGPT Enterprise licenses among its employees, 83 percent have incorporated it into their work routine and have created nearly 3,000 GPTs—customized adaptations of the tool for specific tasks, ranging from financial data analysis to help to solve legal questions from clients in less than 24 hours or provide customer insights.
OpenAI has published a case study on how BBVA—a financial institution with over 125,000 employees and 167 years of history—is accelerating the safe and responsible adoption of generative AI to boost the efficiency and innovation of its teams.
The bank started to distribute 3,000 ChatGPT Enterprise licenses in May 2024 at all levels of the organization. Just five months later, 83 percent of these users use the tool on a weekly basis, and they have created nearly 3,000 GPTs (spaces within ChatGPT that are set up for specific tasks)—a figure that grows every week. Of this amount, 700 are available on BBVA GPT Store, which is open to all users who access the tool, due to their potential interest for the entire organization.
“We spread these capabilities across the whole bank because if we wanted it to be the spark for bigger transformation, we needed to let everyone touch the technology. And people see its value. It’s not a transformation that we need to push. Everyone wants to be part of it,” explained Ricardo Martín Manjón, Global Head of Data at BBVA in the video produced by OpenAI. And he added, “ChatGPT helps us get from idea to prototype in a way that was impossible before. Everyone from Uruguay to Mexico to Türkiye can build solutions with these capabilities simultaneously.”
“Our adoption strategy has always been focused on putting people at the heart of everything that we do and putting this in the hands of people that are in front of the problems, of the businesses, the processes… because they are the ones who really know where the opportunities lie,” explained Elena Alfaro, Global Head of AI Adoption at BBVA, who stressed that they worked in close collaboration with legal, compliance and IT security areas to ensure that all use is safe and responsible.
One of the most notable use cases is the BBVA Retail Banking Legal Assistant GPT, which helps BBVA’s advisory team answer the more than 40,000 legal questions they receive annually from clients through branch managers. The GPT was trained to respond to these questions with all the documentation from this team of nine attorneys, thus making it possible to provide faster, more thorough responses to clients, many of them in less than 24 hours.
In parallel, the Global Risk Management area has also created a Credit Analysis Pro GPT, which helps BBVA’s credit risk analysts accelerate their assessments of companies. To carry out these assessments, analysts must consult numerous sources, from annual reports to sustainability evaluations and documentation from the media. This GPT automates the extraction of the most relevant data on a company and compares it to its peers in the sector. Therefore, the analysts, who monitor the results of generative AI to prevent errors, can avoid the more mechanical steps of the process and focus on strategic and creative tasks with greater added value.
BBVA has also recognized the potential of ChatGPT to optimize customer understanding and satisfaction. In Mexico, the area of Unique Experience has developed the Client Experience Assistant GPT, a GPT that processes thousands of satisfaction surveys, extracting the main conclusions and proposing steps to continuously improve customer service.
In the subsequent stages, the bank plans to expand the number of initial ChatGPT licenses and introduce generative AI capabilities in digital channels to offer its customers more personalized, multimodal products and services, with visual, conversational and voice elements.