BBVA is harnessing the power of ChatGPT Enterprise to transform internal processes and enhance customer experiences. With over 3,000 licenses deployed across the organization, the bank has embraced generative AI to improve productivity and innovation. Already, more than 900 strategic use cases have been identified, spanning legal, marketing, data management, and software development.
Streamlining legal support with custom GPTs
One standout application is within BBVA’s legal department. A custom GPT tool helps a team of nine lawyers handle over 40,000 legal queries annually. By consolidating reference materials and regulations into a conversational interface, the AI “tenth member” accelerates response times and enhances the quality of customer support. Legal queries that once took hours are now resolved within minutes, enabling the team to focus on strategic initiatives.
Enhancing marketing effectiveness
In marketing, ChatGPT has been instrumental in creating advertising campaigns. A GPT tailored for Colombia generates creative copy that has nearly doubled ad visibility in search engines. By learning from previous campaigns, it delivers optimized, empathetic messaging, improving campaign effectiveness while reducing development time.
Simplifying data management and boosting developer productivity
Data management is another area where ChatGPT is making an impact. A GPT integrated with BBVA’s Single Data Model simplifies the retrieval of data across departments, reducing the time employees spend navigating complex datasets.
Developers at BBVA also benefit from ChatGPT’s capabilities, using it to refine code, write new features, and translate between programming languages. This has streamlined workflows, improved code quality, and increased developer productivity.
BBVA’s Global AI Adoption team has created a proprietary GPT Store, a library of AI tools accessible to all employees, further fostering collaboration and innovation. Moving forward, the bank plans to measure the impact of these AI applications based on efficiency, quality, and economic outcomes.
BBVA’s use of ChatGPT underscores its commitment to leveraging generative AI to drive transformation, empower employees, and enhance customer experiences.
