Advertising will experience stable growth in the next five years, developing toward a more digital and mobile business, touched by fewer hands.
As Jorge Soto noted in conversation with BBVA, increasing connectivity is making developing economies a hotbed of innovation in financial services: “It is empowering startups to create relevant solutions to the bigger and more significant challenges that still exist in those markets, which have largely already been solved elsewhere.”
BBVA Bancomer is the first bank in Mexico to use artificial intelligence integrated with WhatsApp’s technology. Its virtual assistant facilitates the bank's communication with both customers and non-customer users, answering questions about branch location, how to open an account, and suggestions on how to use the bank's digital services.
With the proliferation of Artificial Intelligence (AI) applications across industries, there has been understandable confusion around associated terms, including Robotic Process Automation, Intelligent Automation and even AI itself.
Cristina de Parias holds an undergraduate degree in Law from Universidad de Sevilla and an MBA from IESE. Since her appointment as Head of Spain in 2014, she’s tackled some major challenges, such as the integration of Catalunya Caixa in 2016 and expediting BBVA Spain's digital transformation efforts.
Her career has always been linked to the financial industry, where she started working more than 25 years ago. She joined the BBVA Group in 1998 as head of Personal Banking and Methods of Payment. Between 2004 and 2008 she served as Managing Director of Uno-e. In 2008 she was appointed Head of Digital Businesses, Innovation and Development and in 2011 she became the first woman to head a Territorial Directorate, the Central one.
Born in Seville, married and mother of four, she travels constantly across Spain. Her associates define her as a thoughtful, very intuitive and approachable person. She loves going on walks, reading, film and travelling with her family. Great Place to Work recognized her as the Best Manager of 2016.