BBVA expands AI analysis of customer interactions

BBVA has broadened its use of generative AI to analyse customer interactions across phone calls, chat conversations, complaints and digital channels, aiming to build a more complete view of customer experience than traditional satisfaction surveys can provide. The bank said the technology helps detect customer needs and pain points faster, supports more personalised service and operates in line with data protection requirements.

In Spain, BBVA analyses call transcripts and conversations from its “My Conversations” channel to understand why customers contact the bank. In Mexico, the technology reviews more than 220,000 monthly calls between customers and remote relationship managers, along with around 4,000 monthly calls from business customers to service centres. BBVA said the system can identify issues across millions of conversations and connect abandoned mobile banking transactions with later support enquiries to uncover service problems.

Generative AI is also being used to analyse Net Promoter Score surveys. In Mexico, BBVA processes between 10,000 and 20,000 surveys each day, categorising comments and identifying recurring causes of dissatisfaction. The bank also gives relationship managers AI-generated summaries of recent customer interactions and plans to develop models that identify needs and issues in near real time. In December, BBVA announced a multi-year AI programme with OpenAI to provide ChatGPT Enterprise to all 120,000 of its global employees.