UnionBank of the Philippines reaffirmed its position as a digital banking leader at DigiCon 2025, the country’s premier technology and innovation conference organized recently by the Digital Marketing Association of the Philippines (DMAP).

In line with the event’s theme, “The Age of I: The Power of Personalization,” UnionBank showcased its latest AI-driven innovations designed to make banking more personal, intuitive, and human-centered.

The bank’s presentations demonstrated how artificial intelligence can create empathetic customer experiences and empower employees to thrive in an increasingly digital workplace.

“Digital transformation isn’t just about technology — it’s about people,” said Rene Aguirre, UnionBank’s Digital Experience and Development Head. “Every AI model we design aims to understand individual behavior and deliver experiences that feel intuitive, personal and genuinely helpful.”

During DigiCon’s Immersive Track, Aguirre highlighted how AI supports customers throughout their financial journey — from account opening and credit card applications to day-to-day money management.

‘Live a Life Unlocked’

He emphasized that UnionBank’s approach to AI reflects its commitment to helping Filipinos “Live a Life Unlocked,” where technology enhances confidence and financial independence.

Meanwhile, at the conference’s Integrated Track, Michelle Rubio, UnionBank’s Chief Human Resource Officer and CSR Head, discussed how the bank uses AI and digital learning tools to cultivate a workforce ready for the future.

“At UnionBank, we’re building a team of experts. You may start in one domain — say HR — but because we have democratized learning, UnionBankers can build expertise in other domains like blockchain, AI, data science, or digital innovation,” Rubio said.

“That’s how we’re preparing UnionBankers to thrive in a world where being future-ready means being multi-skilled, adaptive, and always learning,” she added.

AI tools

UnionBank’s AI tools — such as RIA, its AI-powered customer service assistant, and the Wealth RM Assistant — are designed to complement rather than replace human capability. “Our AI tools... empower our teams to serve customers with greater empathy and intelligence,” Aguirre said.

The bank’s AI strategy follows two guiding principles: Automated Intelligence, which streamlines customer interactions, and Assisted Intelligence, which enhances employee productivity and decision-making. With more than 80 active AI models powering its operations, UnionBank continues to set the benchmark for “phygital” banking — integrating digital innovation with the human touch.

“AI’s true value lies in how we use it to make banking more human,” Aguirre concluded. “In the Age of I, it’s not just about innovation — it’s about intention. And at UnionBank, that intention is clear: to use technology that uplifts lives and creates a better, more connected future for all.”