BBVA is deploying generative artificial intelligence to examine real-world dialogues between clients and its relationship managers. This initiative moves beyond traditional feedback mechanisms like satisfaction surveys, aiming to deliver a more nuanced and accurate view of the actual user experience across various touchpoints.
The Spanish banking giant is processing vast volumes of customer interactions to uncover hidden needs, frustrations, and opportunities that might otherwise remain undetected.
In Spain, the technology scrutinizes transcripts from phone calls and in-app chat sessions via the “My Conversations” feature.
Meanwhile, in Mexico, the system handles an impressive scale: over 220,000 monthly calls involving remote relationship managers and around 4,000 calls from business clients to support centers.
All activities strictly adhere to data protection standards.
This AI-driven approach allows BBVA to map out complete customer journeys, connecting the dots from initial issues—such as abandoned transactions in the mobile app—to follow-up support contacts.
By identifying friction points in digital processes and tracking how resolutions unfold over time, the bank can address root causes more effectively.
Generative AI transforms previously unstructured data from conversations into actionable intelligence, revealing precise reasons for client outreach and evolving patterns in their experiences.
David Arconada, BBVA‘s Global Head of Listen & Know Your Customers, emphasized the shift: the bank has long relied on direct questions about client perceptions, but now it builds a holistic picture by reviewing hundreds of thousands of real exchanges.
This helps pinpoint what matters most to customers, their concerns, and specific hurdles they face.
The ultimate aim is to foster deeper, more tailored relationships that stand out in the market.
The technology also enhances existing tools like the Net Promoter Score (NPS).
In Mexico, where BBVA reviews 10,000 to 20,000 NPS responses daily, AI categorizes open-ended comments, highlights dissatisfaction drivers, and cross-references them with digital behavior data.
This integration speeds up problem detection and supports ongoing refinements to products and services.
For relationship managers, pre-meeting summaries generated by AI provide rich context on a client’s recent history, enabling more informed and empathetic engagements.
Beyond client-facing benefits, the system streamlines internal compliance.
In Mexico, for instance, AI now reviews conversations at scale to ensure wealth managers meet regulatory standards during investment discussions— a task once limited to manual sampling.
BBVA plans to advance toward near-real-time analysis, allowing quicker responses to emerging needs and even more contextual service delivery.
This represents a broader evolution in banking, where AI not only measures experience but actively shapes it through personalization and efficiency.
By embracing generative AI in this manner, BBVA positions itself at the forefront of data-informed banking.
The strategy now seemingly underscores an ongoing commitment to listening more intelligently, reducing guesswork, and delivering service that truly resonates with individual customer realities. As financial institutions worldwide grapple with rising expectations for seamless experiences, such innovations could set new benchmarks for the industry.