he third edition of the European Fintech Week, organized by Inneürope and ATEFI, once again proved to be a strategic bridge between the financial ecosystems of Europe and Latin America. Throughout the week, innovation, digital transformation, and strategy leaders from major interbank networks and financial institutions across LATAM gathered to exchange knowledge, discover disruptive solutions, and discuss the future of the industry. Read the full event summary
One of the most remarkable moments was the panel on Artificial Intelligence and Finance, held on May 28 in Valencia and moderated by our founder, Francisco Estevan. We had the participation of four leading European fintech companies in the development of AI-driven solutions for the financial sector: Fernando Pérez, Co-founder and Corporate Director at AUNOA; David Fernández, Senior Vice President of Client Growth at INBENTA; David Villalón, Co-founder and CEO of MAISA; and José Gómez, CEO of SENTIMER.
Below are some of the key insights that emerged from the panel:
1. Start small, but with a strategic vision
Experts agreed that successful AI implementation in banking begins with limited-scope projects that are easy to execute and deliver measurable impact. This approach helps generate quick wins, create internal success stories, and overcome cultural resistance.
“It’s not about deploying large-scale platforms from day one, but identifying specific processes where AI can immediately add value — and scaling from there,” they emphasized.
2. User trust: the main challenge for AI in finance
While AI assistants enable 24/7 customer service without human contact, client trust remains essential. The panelists stressed the importance of designing transparent user experiences, ensuring traceability of interactions, and clearly defining the limits of AI agent autonomy.
They also highlighted that in critical moments, such as complex financial decisions or sensitive issue resolution, human intervention is still necessary.
3. Enhancing financial literacy
AI can also play a crucial role in promoting financial education. By offering personalized recommendations and guiding users in their decision-making, it contributes to a better understanding of financial products and encourages more informed consumer behavior.
4. Data: banking’s underused asset
One of the key challenges identified was data quality and structure. Many institutions have vast amounts of underutilized or poorly organized data, which limits AI’s potential. Investing in data governance and preparation is essential to unlock the full value of automation and intelligence initiatives.
5. Regulation and ethics: balancing innovation and protection
The panel also explored the role of regulatory frameworks. The key lies in finding a balance that allows innovation while ensuring consumer protection. Participants pointed out that large language models (LLMs) open up major opportunities for service personalization but require responsible governance to avoid bias and ensure fairness in customer interactions.
6. Opportunities for LATAM
ATEFI representatives emphasized that the lessons learned from the European ecosystem are especially relevant for Latin American markets, where the demand for financial inclusion and increasing digital penetration create a fertile ground for agile AI adoption.
7. Leadership and culture: key success factors
Beyond the technology itself, the successful adoption of AI in finance depends on visionary leadership, culturally aligned teams, and a mindset open to change. Organizations that combine these elements are the ones gaining a sustainable competitive edge.
The panel made it clear that we are at a defining moment: AI is not just a tool, but a true driver of transformation for the financial industry. Organizations that evolve with agility, strategic vision, and customer focus will be best positioned to lead the sector’s future.
At Inneürope, we will continue to create spaces that foster collaboration between ecosystems, combining innovation, talent, and strategic vision to shape the future of finance. See you at the next edition of the European Fintech Week!
Meet the participating fintechs:
AUNOA B2B platform for building AI agents that automate customer management processes in high-demand sectors. It allows the integration of both traditional and generative AI with existing knowledge bases and tools, ensuring flexibility and fast technological evolution.
INBENTA: A company specializing in advanced AI solutions to improve customer experience in banking. Its SaaS platform combines conversational and generative AI to optimize operations, reduce costs, and boost satisfaction for major financial institutions.
MAISA: An Agentic Process Automation (APA) platform designed to automate complex workflows through responsible AI agents. Its “Workchain” model ensures traceability, explainability, and compliance, setting it apart from traditional solutions.
SENTIMER: Providers of generative AI and behavioral analytics solutions to drive digital sales. Their autonomous sales agents manage end-to-end interactions — from lead qualification to closing — offering high-level personalization and conversion optimization.
