Santander has embarked on a strategic partnership with OpenAI, introducing ChatGPT Enterprise to nearly 15,000 employees as part of its ambition to transform into an “AI-native” bank.
The Spanish financial institution is undergoing a comprehensive “data and AI-first” evolution, led by Chief Data and AI Officer Ricardo Martín Manjón. He emphasizes that Santander is reimagining its operational landscape, making data-driven decisions while automating customer interactions and integrating intelligence into every workflow.
This transformation aims to embed artificial intelligence across various functions such as product management, credit assessment, marketing, and customer service, positioning AI at the core of Santander’s global operations. The bank is building an AI ecosystem in collaboration with industry leaders like OpenAI, Microsoft, and Amazon, as well as innovative startups.
In just two months, Santander has successfully deployed ChatGPT Enterprise to a significant portion of its workforce in Europe and the Americas, with plans to expand this number to 30,000 employees by the end of the year, encompassing around 15% of its total workforce.
Manjón highlights the urgency of this initiative by stating, “This isn’t merely about adopting AI; it’s about initiating a fundamental shift in culture, productivity, and overall customer experience.”
Early applications of the technology include investment assistants that offer real-time strategic recommendations, hyper-personalized customer experiences, and AI-driven agents that streamline back-office operations across all regions.
The impact of these initiatives is already apparent, with the bank reporting over €200 million in savings attributed to AI projects in 2024. Notably, AI copilots facilitate more than 40% of contact center interactions, and in Spain, Speech Analytics processes an impressive 10 million voice calls annually. This technology enhances customer service by auto-filling CRM systems and allowing employees to reclaim over 100,000 hours each year for more valuable tasks.
To ensure widespread adoption of AI across various roles and markets, Santander is customizing its training programs and will launch a mandatory AI training plan for all employees next year.
In conclusion, Manjón asserts, “We’re not following trends; our roadmap prioritizes tangible impact, operational excellence, and empowering our people. Our data and AI-first strategy is designed to deliver smarter solutions, enhance customer satisfaction, and prepare our bank for the future. At Santander, we are not just leveraging AI; we are evolving into an “AI-native” institution, rooted in trust, scalability, and the human touch that banking requires.”