At Santander Portugal, artificial intelligence is making banking more personal, not less. While many financial institutions have pursued digitalisation at the expense of human connection, Santander Portugal has taken a different path.
“We believe AI can restore personalisation and proximity somewhat lost in the digital shift, while also enabling significant gains in efficiency, security and scalability,” says Susana Ferreira, executive board member of Santander Portugal.
The bank views AI as a strategic pillar of its transformation. Rather than treating AI as supplementary, Santander Portugal has positioned it at the core of its evolution.
Strategic AI that delivers
Santander has embedded AI across critical areas: customer service virtual assistants, product personalisation, fraud detection, risk analysis and real-time transaction monitoring.
Results are impressive. The Next Best Offer model powers 85% of sales for the first three recommended products, whilst more than 70% of commercial outreach is AI-driven.
AI-powered credit models are making lending decisions faster and fairer, expanding access to credit. Everyday banking has been simplified: Biometric logins, PIN management and digital document signing demonstrate how AI enhances daily banking.
A digital bank with physical presence
Santander Portugal describes itself as “a digital bank with branches” – and there is no better illustration of that than its Work Cafés. The latest branch in Porto, the fourth of its kind, underlines the commitment to creating a bank where customers want to go rather than having to.
“These spaces represent a new model of bank branch, combining traditional banking services with a coworking area where people can enjoy a coffee,” explains Susana Ferreira. “The goal is to offer a distinctive, more welcoming and functional experience.”
The informal atmosphere spurs dialogue and trust, notes Susana Ferreira. “We’ve seen increased client satisfaction, stronger engagement and deeper community presence.”
Beyond the work café, Santander’s transformation is comprehensive: 99% of branches feature self-service areas for 24/7 deposits and withdrawals, with 87% of deposits made via self-banking. Digital adoption has accelerated with 1.28 million digital customers – a 7% year-on-year increase, including 80,000 new digital customers in 2024.
Cultural transformation at scale
The right people and skills are key to deliver on AI adoption. Over four years, the bank has hired 600 new employees, more than half with STEM backgrounds. In Q1 2025 alone, it welcomed 100 new staff members.
Challenges remain as the bank seeks to balance the integration of highly specialised talent with alignment across the organisation around a shared vision for AI. “More than a technological shift, this is a mindset change requiring openness, collaboration and agility,” explains Susana Ferreira.
By building multidisciplinary teams focused on learning, diverse thinking and experimentation, the bank has found a way forward- and one that has been widely recognised. Santander Portugal was named a Top Employer for the third consecutive year and elected by university students as the Best Bank to work for in Portugal.
Responsible innovation
Santander Portugal sees generative AI as paradigm shifting. “We believe generative AI will have transformative impact on Portuguese banking, particularly due to its ability to restore personalisation and proximity in client relationships diminished by digitalisation,” says Susana Ferreira.
The bank explores use cases to enhance customer experience, support decision-making and improve efficiency – guided by security, ethics and responsibility principles.
“Innovation in AI must go hand in hand with responsible, ethical approaches fully aligned with regulatory requirements,” states Susana Ferreira.
The bank has invested in advanced defence mechanisms including biometric authentication, fraud detection, intrusion prevention and identity management. Enhanced collaboration among data, risk, legal and compliance teams ensure every AI initiative is assessed and monitored.
Global Santander Group membership provides access to AI governance frameworks and technologies embedding security, privacy and compliance standards.
“Being part of a global group provides access to unique technological assets, accelerating adoption of both generative and predictive AI solutions,” notes Susana Ferreira. Yet the focus remains local – Work Cafés demonstrate how global resources can adapt to Portuguese market needs.
The future of human-centred banking
Santander Portugal’s AI journey represents a fundamental shift in using technology to enhance rather than replace human connection. By positioning AI as a tool restoring personalisation and proximity, the bank prioritises customer relationships whilst achieving operational excellence.
The numbers validate this approach: 770,000 customers rely on the Santander App as their primary channel, with 899,000 customers making digital payments in 2024. The app achieved the highest Net Promoter Score in the sector at 69 and ranked first and second in the App Store, whilst digital channels maintain 99.9% availability, ensuring uninterrupted service wherever clients are.
The bank nurtures the next generation, enabling access from age 13 to foster financial and digital literacy early, creating digital financial companions for life.
For Portuguese customers, this means more convenient, safe, and really personal banking – possibly the most welcome transformation of all.