Sustainable Growth with AI

BBVA is channeling €63 billion into sustainable business in the first half of 2025, a 48% increase year-on-year. The bank has set a goal to channel €700 billion into sustainable business between 2025 and 2029, more than doubling its previous target, which was already met a year ahead of schedule. BBVA's 2025-2029 strategy is centered on six key priorities, including strengthening customer relationships, using sustainability as a growth driver, developing corporate banking, optimizing capital usage, transforming the bank through technology and AI, and consolidating a purpose-driven culture. AI is considered a transformative force, enabling the bank to multiply its positive impact.

BBVA's massive investment in sustainable business and its ambitious 2025-2029 target show a clear adaptation to the growing demands from consumers and regulators for more responsible, purpose-driven banking. This move reflects the trend of "sustainability as a purchasing factor" and the search for values among new generations. The integration of AI into its core strategy, with the goal of transforming the bank and improving the customer experience, is a direct response to the "Amazonization of finance" and the need for personalization. The tension here lies between traditional banking models, often perceived as slow and reactive, and the need for agility and proactivity driven by technology and consumer expectations.

Recommendations

• Evaluate how to align investments with ESG criteria. Develop an AI strategy that not only improves internal efficiency but also creates new personalized financial products and service offerings.

• Design financial products that facilitate the transition toward sustainability (e.g., green loans, investment in renewable energy).

• Transparently and authentically communicate your commitment to sustainability and the positive impact of your initiatives to attract conscious consumers.

• Use AI to personalize customer interactions and offer proactive advice on sustainable products.