Jornal Do Brasilia - ONE App Launches AI Agent and Custom GPT to Enhance Digital Banking

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ONE App Launches AI Agent and Custom GPT to Enhance Digital Banking

TECHNOLOGY 28.08.2026

ONE App Launches AI Agent and Custom GPT to Enhance Digital Banking

ONE App, the digital banking platform operated by Al Salam Bank, has launched the ONE AI Agent alongside a custom ChatGPT model named "ONE Marketplace." This initiative aims to provide users with immediate, conversational access to product information and support, reducing reliance on traditional service channels while signaling the bank's commitment to integrating artificial intelligence into its core customer experience.

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ONE App, the digital banking platform powered by Al Salam Bank, has announced the launch of the ONE AI Agent and a corresponding custom GPT model available on ChatGPT. The move marks a strategic expansion of its artificial intelligence capabilities, designed to streamline customer interactions and enhance the accessibility of financial services.

The newly introduced ONE AI Agent is embedded directly within the mobile application, offering users 24/7 access to real-time answers regarding the platform’s products, features, and functionality. By providing an intuitive, conversational interface, the agent aims to simplify navigation and improve self-service capabilities, thereby reducing dependency on conventional support channels.

In addition to the in-app agent, ONE App has released a custom GPT titled "ONE Marketplace" for use on OpenAI’s ChatGPT platform. Users can access this external tool by selecting "Explore GPTs" and searching for the specific name, creating an additional channel for customer engagement outside the proprietary app environment.

Haitham Al Haddad, General Manager of ONE App, described the launch as a significant step in redefining digital financial services. He stated that the initiative reflects the bank’s ambition to place innovation and customer convenience at the center of its operations, enabling users to receive intelligent, responsive, and always-available support.

The introduction of these tools is expected to strengthen self-service adoption among users, allowing them to obtain information more efficiently. ONE App has indicated that the ONE AI Agent is designed to evolve over time, with future enhancements planned to deliver increasingly personalized and context-aware interactions.

Looking ahead, the bank intends to expand the agent’s role across the broader customer support journey. Future plans include extending its capabilities to handle application-related inquiries and integrating it into additional contact channels, including WhatsApp, social media platforms, and Interactive Voice Response (IVR) systems.

This development reinforces ONE App’s positioning as a next-generation digital financial marketplace. The bank aims to lead the AI-driven transformation of banking in Bahrain and the wider region by setting new standards for digital customer experience and technological innovation.

X. Barbosa--JDB

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