How to use AI to build a bank around the needs of its users


Santander Consumer Bank


Web Widget


Banking and Finance


The starting point

In the previous version of the website, users had limited possibilities to receive real-time assistance. The content offered was static and the user experience could improve.

Indigo collaborates with Santander Consumer Bank in leveraging the potential of artificial intelligence and virtual assistants to improve the customer experience, by creating the chatbot of the new institutional website of the Bank. The chatbot is one of the strategic touchpoints for Santander Consumer Bank: users who land on now have the opportunity to interact with the Bank with extreme simplicity.

For it was a very challenging project that allowed us to work with a major player in the banking sector. This was our first project in the banking sector that allowed us to provide not only support to customer care but also a concrete help for lead generation.

Gianluca Maruzzella



Talk to your users

The core of the new website structure is a Virtual Assistant, which, thanks to artificial intelligence and Machine Learning, offers users the opportunity to express their needs directly in natural language, and is active 24/7. The functions performed by the virtual assistant can be divided into two categories.

After a first phase of research, we collected and structured the knowledge of Santander Consumer Bank, as well as meeting and interviewing people directly. This allowed us to apply AI algorithms to these experiences to automate them, and to understand how to convey this knowledge to the final users, designing quick paths for them. Furthermore, since the chatbot is equipped with machine learning, each new request that comes in input allows the virtual assistant to grow and improve its language skills: on one hand strengthening the classification, on the other hand identifying new FAQs to be included in the knowledge base.


Conversational AI impact on Santander Consumer Bank


Messages exchanged between users and chatbots in 5 months.


Of the requests received in input find an automatic response.


Of users who ask for information on specific products manage to find the right content at the end of the conversation.

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