Santander's strategy centered on data and artificial intelligence accelerates due to partnership with OpenAI
Santander Embraces AI-First Transformation, Aiming for an "AI-Native" Bank
Santander, the global banking giant, is reshaping the banking industry by embarking on a "data & AI-first" transformation. The goal is to embed artificial intelligence into the core of every decision, process, and customer interaction, ultimately striving to become an "AI-native" bank.
This strategic move leverages trusted data and intelligent technology to modernize operations, personalize customer experiences, and increase operational agility and efficiency. The transformation is already showing promising results, with AI initiatives generating over €200 million in savings in 2024.
Key elements of Santander’s AI strategy include the integration of AI across the organization, partnerships with tech giants like OpenAI, and a strong commitment to responsible AI governance and workforce preparedness.
AI is being used to power core functions such as product management, credit, marketing, service, operations, and more. AI copilots are assisting employees in complex tasks and decision-making, while virtual assistants are resolving transactions for customers. In Spain, for instance, Speech Analytics processes 10 million voice calls annually, auto-filling CRM systems to improve customer service.
Santander has partnered with OpenAI, rolling out ChatGPT Enterprise to nearly 15,000 employees across Europe and the Americas. The collaboration is expected to reach 30,000 users by year-end, covering approximately 15% of Santander's workforce.
To ensure the responsible and effective use of AI technologies, Santander has committed to not using customer data to train external AI models. A mandatory AI training plan for all employees will be launched in 2026, with a core module focusing on "Responsible AI". The training includes learning capsules, workshops, and hands-on hackathons tailored to developers, marketers, and frontline teams.
The roadmap to 2026-27 includes scaling agentic AI, transforming front- and back-office processes, and enabling fully conversational banking. The aim is to make AI invisible, seamlessly embedded in the Santander experience.
Santander has been using AI for years in areas like fraud detection and customer service. Model-risk management and internal AI regulation are aligned to ensure systems are understandable, fair, and secure. The bank is also democratizing AI use by rolling out tailored training for employees across roles and markets.
In conclusion, Santander’s AI-first transformation is redefining banking by making AI a strategic enabler for personalization, efficiency, and innovation. By blending technology with human expertise, the bank aims to unlock value at scale while maintaining operational rigor and ethical standards.
The transformation at Santander integrates artificial intelligence into various business sectors, such as product management, credit, marketing, and service, with the aid of AI copilots and virtual assistants.
In line with their strategic plan, Santander is committed to responsible AI governance, including training for their workforce on the responsible use of AI technologies, which will be launched in 2026, and a core focus on "Responsible AI" in the mandatory training plan.
