Spanish bank BBVA has deployed 3,000 ChatGPT Enterprise licenses since May 2023, with employees creating nearly 3,000 custom GPTs across various departments. According to reporting by Isabelle Bousquette for The Wall Street Journal, while 80% of users report saving over two hours weekly, the bank faces challenges integrating the AI tool with complex internal systems. BBVA’s Head of Global AI Adoption, Elena Alfaro, indicates the bank will expand its current 3,300 licenses in 2025 despite integration hurdles. The implementation has sparked creativity across departments, with GPTs handling tasks from risk analysis to customer service, though the bank has yet to measure specific financial returns. OpenAI’s enterprise tool represents a strategic move into the business sector, where the company aims to expand beyond its primary consumer revenue stream.