From Argentaria's promise to the age of artificial intelligence
Every date below is from the public record. The window that matters is open right now: the bank has just renewed its leadership for a new strategic cycle, and its district goes to market before the year ends.
The bank takes on a district
The state bank Argentaria — one of BBVA's two predecessor institutions — wins the concession to redevelop the railway land north of Madrid's Chamartín station, on condition that the bank keeps at least 75% of the developer. When Banco Bilbao Vizcaya and Argentaria merge in 1999 to form BBVA, the promise comes with it. The bank has carried Madrid Nuevo Norte, through fifteen years of expropriation litigation and three decades of planning, ever since.1,2
The bank makes a people promise
BBVA announces its Community Commitment: €550 million for social programmes between 2021 and 2025, reaching 100 million people, structured around education, reduced inequalities and entrepreneurship, and culture and research. Within it sits a Global Financial Education Plan to train one million people — a target the bank's chairman, Carlos Torres Vila, personally doubles to two million in 2022.3,4
The promise is exceeded — and the bank is tested
By the end of 2024 the Community Commitment is met a year early: €594 million invested and nearly 106 million people reached. In the same period the bank pursues, and ultimately fails to complete, a takeover of Banco Sabadell — and responds in December 2025 with a record share buyback of nearly €4 billion. In 2025 alone it adds a further €191.5 million in social investment, benefiting 7.7 million people, 68% of it in education.5,6,7
The bank bets its next cycle on artificial intelligence
The 2025–2029 strategic plan, presented in February under the slogan "Go Further", puts a "Radical Client Perspective" first — excellence in every interaction, personalised service, and engagement built on data and AI (artificial intelligence). In December, Torres Vila and Sam Altman announce a strategic alliance between BBVA and OpenAI (the maker of ChatGPT) — described as an unprecedented level of collaboration in the financial industry, with joint teams, joint investments and preferential access to OpenAI's most advanced capabilities. More than 100,000 BBVA employees already use AI in their daily work.8,9,10,11
The fraud defence goes public, and the leadership renews
In January BBVA becomes one of the first banks anywhere to move all customer messages off SMS (Short Message Service — ordinary text messages, which anyone can fake) onto verified RCS (Rich Communication Services — a newer standard in which the sender's identity is certified), so that an impersonator's message is forced into the old, logo-less thread, which itself becomes the warning. In April it adds verified calls: while the phone rings, the bank's app confirms in real time that the call is genuine. In May it creates a global executive area, AI Transformation, to industrialise the deployment of intelligent agents across the bank. In July it renews its leadership team for the new era, with eight senior executives stepping down.12,13,14,15
All three strands meet in one window
The EU (European Union) Payment Services Regulation — final texts published 23 April 2026 — will make the bank refund victims of impersonation fraud in full once it applies, 21 months after publication in the Official Journal. The bank's district, Madrid Nuevo Norte, places its first land on the market before 31 December 2026, and the bank, advised by Rothschild, is choosing a strategic partner for part of its 75.54% stake. And the new leadership of the new strategic cycle is being appointed now. The terms on which all three of the bank's biggest promises will be delivered — and could be proved — are being set in this window.16,17,18