CaixaBank has launched an artificial intelligence (AI) agent inside its mobile app that assists customers in selecting and purchasing financial products, marking a notable advance in the use of generative AI in mainstream European retail banking.
The new AI assistant designed to interact conversationally with users helps guide customers through complex product choices and supports them in completing applications directly within the bank’s flagship digital channel. The system combines automated conversational responses with human oversight to ensure clarity and accuracy throughout the journey, particularly when customers reach the later stages of contractual commitment.
Operational within the app’s chat interface, the AI agent is already assisting users with processes such as pre-approved consumer credit applications and related queries. By interpreting user intent and providing tailored explanations of product features, the assistant streamlines decision-making and reduces friction in digital sales funnels — a key focus for banks as digital adoption climbs.
CaixaBank’s rollout comes at a time of rapid digital transformation across the Spanish banking sector. According to data from financial observers, more than 80% of internet users in Spain now actively use mobile or web banking, significantly above the European average of around 64%. This trend is expected to continue, with projections suggesting that almost 95% of customers could be banking digitally by 2030.
CaixaBank itself has maintained a leading position in this shift. With over 12 million digital customers, the bank remains the largest digital banking provider in the country and consistently reports higher digital engagement than its peers. In June 2025 alone, CaixaBank customers executed more than 100 million mobile and wearable device payment transactions, a jump of more than 34% compared with the previous year, with nearly 5 million customers using mobile payment services. In addition, the bank has recently created a dedicated AI office to ensure responsible deployment of the smart innovations in its banking flows.
Image created with Sora
While many banks already offer chatbots for basic inquiries, CaixaBank’s implementation is distinguished by its integration into product discovery and onboarding paths, moving beyond informational assistance toward commercial enablement. Instead of merely explaining products, the AI agent helps customers compare options and move toward purchase decisions, then smoothly transitions to human support where appropriate.
This approach aligns with growing customer expectations for personalised, conversational interactions that mirror experiences found in mainstream AI platforms, such as large-language-model assistants, while remaining embedded in regulated banking environments.
The introduction of AI-powered guidance tools also raises questions about governance and transparency. Spanish customers broadly appreciate the convenience of digital channels, with surveys indicating that over 90% of users feel safer and more satisfied using mobile and web banking but there are ongoing concerns around data privacy and accuracy when it comes to automation.
CaixaBank has emphasised that the new agent operates within existing security and compliance frameworks, and that final contractual steps always involve human verification. This hybrid model aims to balance efficiency gains with consumer trust — a critical factor as regulators in Europe increasingly focus on AI governance in financial services.
CaixaBank plans to showcase its AI initiative at this year’s Mobile World Congress in Barcelona, signaling its intent to scale such technologies across product lines and customer segments. As digital channels continue to consolidate their role as the primary point of engagement between banks and customers in Spain, innovations like AI-driven purchasing assistants could help traditional institutions defend market share against digital challengers.
