The Spanish Association of Experts in Customer Relations (AEERC) has awarded BBVA the IMPACT AEERC 2026 award, recognizing the bank's trajectory in the use of generative artificial intelligence (AI) to offer a more personalized, close, and effective service.
As communicated by the financial entity, the association has particularly highlighted the incorporation of generative AI in customer service processes, not only as a lever to improve efficiency but also as a driver of more specialized, proactive, and user-adapted service.
The award ceremony took place this Wednesday at BBVA's headquarters in Madrid, with the presence of BBVA's Director of Retail Banking Relationship Model in Spain, Marta Penadés, and BBVA's Director of Responsible Business in Spain, Teresa Madrigal.
Representing the AEERC were its president, José Francisco Rodríguez, and the association's manager, María Luisa Merino. During the event, Rodríguez stated that "this recognition of BBVA highlights a vision that has anticipated the future." He also emphasized that "its leadership in generative AI and customer experience is today an example for the entire sector."
The president of the AEERC added that "you have demonstrated that the most advanced technology can also serve to build a closer relationship with customers. BBVA has managed to place innovation at the service of a more personalized and proactive experience, contributing to raising the standards of quality and professionalism that we have promoted for over 25 years."
For her part, Penadés stressed that at BBVA, they conceive artificial intelligence as a lever to strengthen a closer and more personalized relationship with their clients. "Our goal is to combine the best technology with people's talent to offer an excellent experience in every interaction. This recognition highlights the teams' constant commitment to innovation and excellence in customer service," she highlighted.
The AEERC award is added to other recent recognitions that endorse BBVA's artificial intelligence strategy. Among them are those granted by The Banker, a magazine of the Financial Times group, which named the entity Best Technology Bank in Western Europe and recognized its strategic alliance with OpenAI as Best Bank-Fintech Alliance.
Likewise, Global Finance has named BBVA the Most Innovative Bank in the World 2026 in the "The Innovators 2026" awards, highlighting projects such as Blue, the new "app" Futura, and other AI solutions driven by the Group.
The entity has emphasized that "these recognitions highlight BBVA's advances in artificial intelligence, the launch of its new 'app', and the development of a more conversational, proactive, and personalized banking model."