BBVA(opens in a new window) is a global financial institution supporting people and businesses across Europe, Central and South America, and the U.S.
In just 5 months, and by working closely and consistently with legal, compliance, and IT security teams to ensure safe and responsible use, BBVA has widely adopted ChatGPT Enterprise, creating thousands of custom GPTs that boost efficiency, spark creativity, and share expert knowledge across their organization of 125,000.
> “We consider our investment in ChatGPT an investment in our people. AI amplifies our potential and helps us be more efficient and creative.”
Elena Alfaro, Head of Global AI Adoption at BBVA
## Moving AI from core systems to employees
BBVA has long embraced technology to enhance service, from pioneering ATM deposits to award-winning mobile apps. The bank operates specific development centers for advanced analytics and AI to respond to their industry’s most complex challenges.
With ChatGPT, the bank saw potential to democratize this expertise and put AI in the hands of employees. “Normally, in a business like ours, building even a prototype requires technical resources and time,” says Elena Alfaro, Head of Global AI Adoption at BBVA. “With custom GPTs, anyone can create apps to solve unique problems—it’s very easy to start.”
In 5 months, BBVA employees created over 2,900 custom GPTs—some of which reduce project and process timelines from weeks to hours.
“ChatGPT helps us get from idea to prototype in a way that was impossible before,” says Ricardo Martín Manjón, Global Head of Data at BBVA. “Everyone from Uruguay to Mexico to Türkiye can build solutions with these capabilities simultaneously.”
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## Empowering every department with expert knowledge
Since launching ChatGPT, BBVA employees in legal, risk, marketing, talent, and finance have built custom GPTs that accelerate data analysis and content creation, freeing experts for high-value work:
## Adoption framework for driving high ChatGPT usage
Led by Alfaro and her team, BBVA took a democratized approach to AI adoption, distributing 3,000 ChatGPT licenses across roles and regions and allowing employees to tailor solutions to their needs.
“Our strategy is focused on putting people at the heart of everything that we do,” Alfaro says. “We gave licenses directly to the people who are in front of the problems, because they’re the ones who know where the opportunities lie.”
A team of champions from 21 domains and regions, along with advanced users known as AI “wizards,” lead hands-on workshops, helping colleagues integrate ChatGPT into daily work and identifying valuable use cases and challenges.
## Metrics for tracking AI success
To measure the initiative’s success, BBVA tracks engagement, productivity, and feedback. Employees actively participate in training and feedback surveys, and adoption data shows that 83% of ChatGPT users use it weekly for productivity and efficiency gains.
Beyond efficiency, ChatGPT has sparked creativity and teamwork. BBVA created an internal GPT Store—a growing library of around 700 GPTs that are available to all users—to enable employees to discover and enhance each other’s solutions.
“People see a GPT someone else made, reach out, and build on it with their own ideas,” Alfaro notes. “It’s been very important to create spaces where people can collaborate and share what they are learning.”
## Delivering a multimodal banking experience
With foundational applications already proving impactful, BBVA plans to continue scaling its use of ChatGPT, further personalizing services with conversational AI that is more responsive and interactive.
“What’s coming next is the opportunity to deliver more personalization and more convenience to all of our customers,” says Martín Manjón. “Soon all apps will be multimodal, interacting through text, voice, and even visual elements. This kind of rich experience is incredibly exciting.”
“We really feel that this is the start of a new era of collaboration between humans and machines,” agrees Alfaro. “When I think it has only been five months since we started, it’s unbelievable.”
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