UnionBank of the Philippines once again took the spotlight at DigiCon 2025, the country’s premier digital and technology conference organized by the Digital Marketing Association of the Philippines (DMAP). The annual gathering unites business, marketing, and tech leaders to explore how emerging innovations, including artificial intelligence (AI), are reshaping industries and driving the digital future.
This year, UnionBank demonstrated a more human approach to AI—one that blends personalization, empathy, and purpose at the core of every digital interaction. Aligning with DigiCon’s theme, “The Age of I: The Power of Personalization,” the Bank showcased how AI is transforming experiences for both customers and employees, reflecting its promise to help Filipinos “Live a Life Unlocked”—empowering them to achieve their goals with confidence, freedom, and ease.
From Clicks to Connections: Personalizing Every Customer Journey
In the conference’s Immersive Track, Rene Aguirre, UnionBank’s Head of Digital Experience and Development, shared the story of Nina, a digital customer whose entire banking journey—from account opening to credit card applications and day-to-day transactions—is enhanced by AI.
“Digital transformation isn’t just about technology—it’s about people,” Aguirre said. “Every AI model we design understands individual behavior to deliver experiences that feel intuitive, personal, and genuinely helpful.”
UnionBank’s AI initiatives continue to simplify, personalize, and elevate customer journeys, demonstrating the Bank’s commitment to using innovation to uplift lives and make banking more human.
The New Work Order: Empowering Employees with AI
On the Integrated Track, Michelle Rubio, UnionBank’s Chief Human Resource Officer and CSR Head, joined the panel “The New Work Order: Of Culture, Tech, and Agile Workplaces,” highlighting the Bank’s people-first approach to employee transformation.
“At UnionBank, we’re building experts who can evolve across domains—from HR to blockchain, AI, data science, or digital innovation. Our democratized learning approach ensures our teams remain future-ready, multi-skilled, and adaptive,” Rubio shared.
UnionBank integrates AI tools like RIA, the AI-powered customer service assistant, and Wealth RM Assistant to support—not replace—human capability, empowering employees to serve with empathy, intelligence, and efficiency.
“Our approach is guided by two principles: Automated Intelligence delivers seamless, digital-first experiences for customers, while Assisted Intelligence enhances employee productivity, decision-making, and service quality,” Aguirre explained.
A Future Built on Personalization and Purpose
With over 80 live AI models deployed across its operations, UnionBank continues to set the standard for next-generation, “phygital” banking, blending physical and digital experiences to meet customers wherever they are.
“AI’s true value lies in making banking more human,” Aguirre concluded. “In the Age of I, innovation must be guided by intention. At UnionBank, that intention is clear: to use technology that uplifts lives and creates a better, more connected future for all.”
