Framed within the territory of empathy, in which ABANCA has been working since its inception, it now relies on the value that clients place on continuing to interact with people, and not just with digital interfaces. Assuming that omnichannel, automation, data, or artificial intelligence are already an essential part of the daily operations of the Bank, the campaign suggests that under no circumstances can they become factors of depersonalization of the service that customers receive, much less replace such determining and differentiating values of its value proposition as advice, proximity, trust, or personalization.