GCash and Maya emerged as the most visible Philippine e-wallet brands across major artificial intelligence (AI) chatbots, according to a month-long generative engine optimization (GEO) analysis by social and media intelligence firm Meltwater.

Using its GenAI Lens, Meltwater tracked how leading AI platforms, including ChatGPT, Claude, Perplexity, Grok, Google AI Mode and Meta Llama, discuss local e-wallet brands.

The study found that GCash posted the highest AI visibility score at 72, narrowly edging Maya's 71. However, Maya generated more overall mentions, recording about 1,800 compared with GCash's 1,300.

Visibility also varied across AI platforms. Grok assigned the highest visibility scores to both GCash and Maya, while Meta Llama ranked them significantly lower. Smaller fintech brands such as GoTyme, CIMB and SeaBank received far less exposure, appearing primarily in Google AI Mode and AI Overviews.

Meltwater also found that AI-generated responses frequently drew from social media and earned media sources. Social media accounted for 19.7 percent of cited sources, with Reddit and Facebook among the most referenced platforms, while earned media contributed 19 percent. FinTech News Philippines ranked as the fourth most-cited source.

Beyond payment services, AI commonly associated e-wallets with terms such as "interest," "savings," "fees" and "cash," indicating that chatbots increasingly position digital wallets as tools for saving and money management.

Based on the findings, Meltwater said financial institutions should tailor their GEO strategies to the AI platforms they want to prioritize while strengthening their presence across social and earned media channels that AI systems frequently cite.