Building BBVA’s AI-Ready Customer Layer: Real-Time Context for Marketing, Customer Care & Servicing

Speakers: Andrea Uribarri | Head of Engineering: Marketing & CRM Technology, BBVA
Ali Behnam | Co-Founder, Tealium
BBVA reveals how they built a consented, real-time data layer to fuel AI-driven "Next Best Experience" decisioning across onsite, contact centers, and paid media.

BBVA is advancing its customer-first strategy by connecting CRM, Advanced Analytics, Digital, and channel data into a consented, enriched, real-time layer, so AI can reliably understand, trust, and act on customer context.

In this fireside chat (presented at Digital Velocity London 2026), Andrea explains how Tealium enables “next best experience” decisioning, smarter personalization, and better campaign targeting.