ChatGPT Business Signs Up More Than 12,000 Spanish SMEs Through BBVA, Which Gives Away Two Licenses for a Year

BBVA says more than 12,000 Spanish SMEs have joined its offer of two ChatGPT Business licenses for one year, and it has extended the promotion to 31 December 2026 after the strong uptake.

The offer launched in February, when BBVA became the first bank in Spain to promote AI adoption among SMEs under its strategic alliance with OpenAI. Current and new customers get two licenses for twelve months, plus training content on applying AI in day-to-day work. The plan includes access to OpenAI's latest model, file uploads, web browsing, an admin panel and a shared workspace for teams. Business data is not used to train OpenAI's foundation models.

A free product tied to a relationship

The condition is the interesting part. The licenses go to SMEs that keep at least a minimal relationship with the bank, which ties a free product to the banking relationship. In the June update BBVA also reinforced its resource space with new training material and real use cases. That addresses a gap the bank names itself: many SMEs experiment with AI, but very few embed it deeply in operations, and training is one of the main barriers.

José Luis Serrano, BBVA's head of SMEs in Spain, frames the bank as the partner that helps small firms adopt AI in a practical and secure way. He has also said AI lets non-technical people do work that once required specialist teams, which he sees as a major opportunity for smaller companies.

The GTM lesson is in the structure, not the tool. BBVA gave customers something with clear standalone value, tied it to a relationship rather than a payment, and extended it once demand proved out. The question for any revenue team is what your customers receive from you before they pay for anything.

“The question for any revenue team is what your customers receive from you before they pay for anything.”