Enrique Rodríguez Carrero
Global Design Discipline Manager at BBVA
Enrique Rodríguez Carrero is a service and product designer and branding and communications strategist, with over 13 years of experience working for companies across the Atlantic, most notably in Madrid and San Francisco. Beyond his current role as design manager, he has worked as a strategic consultant for brands such as HP, Vodafone, Santander Bank, HSBC, and VISA. Today, he leads the definition and execution of global design strategy at BBVA in areas including AI, product strategy, and strategic foresight.
Within AI, he is helping define what its use means for the company, both internally through organisational structure, training, and AI playbooks, and externally through multimodality and AI design systems. He is a firm believer in the power of emotional intelligence and storytelling as drivers of meaningful transformation.
Enrique Rodríguez Carrero
Global Design Discipline Manager at BBVA
Enrique Rodríguez Carrero is a service and product designer and branding and communications strategist, with over 13 years of experience working for companies across the Atlantic, most notably in Madrid and San Francisco. Beyond his current role as design manager, he has worked as a strategic consultant for brands such as HP, Vodafone, Santander Bank, HSBC, and VISA. Today, he leads the definition and execution of global design strategy at BBVA in areas including AI, product strategy, and strategic foresight.
Within AI, he is helping define what its use means for the company, both internally through organisational structure, training, and AI playbooks, and externally through multimodality and AI design systems. He is a firm believer in the power of emotional intelligence and storytelling as drivers of meaningful transformation.
Sessions
From shaping AI products to redefining design itself: Inside BBVA’s AI transformation journey
As artificial intelligence reshapes the foundations of the financial industry, design is no longer just a partner. It’s a strategic driver. In this case study talk, Marga Barrera, Global Head of Design at BBVA, shares the journey of how a design team embedded within a global bank has taken on a central role in shaping AI strategy, ethics, and experience.
But this is not only about designing AI. It’s also about how AI is transforming the practice of design itself. From redefining the customer perspective through intelligent systems to co-leading the development of AI-native products and services, and from embedding trust in algorithmic decisions to rethinking the roles, skills, and mindset of designers, this session explores a dual transformation: how design is driving AI at BBVA, and how AI is reshaping design from within.
Building on nearly a decade of design maturity efforts at BBVA—including the creation of a unified, cross-market design community—Marga will reflect on what it takes for design teams to move beyond interfaces and into questions of technological direction, organisational ethics, and cultural change. With real examples from inside one of Europe’s most progressive digital banks, this session is for design leaders, strategists, and practitioners curious about designing not just with AI, but for a world being rewritten by it.
Technology & AI
Journeys & ecosystems