EAST West Banking Corporation (EastWest) took home three awards at the 2026 Digital CX Awards: Best Use of AI for Customer Experience, Best Use of Gen AI for Customer Experience, and Outstanding Chatbot Customer Experience, all for the Philippines. All three recognize ESTA (EastWest System Tech Assistant), the Bank’s AI-powered platform that is changing how Filipinos access and engage with their bank.
The recognition highlights how EastWest continues to invest in practical, customer-facing technology that makes banking easier, more responsive, and more accessible. ESTA brings together automation, generative AI, and conversational banking to help customers engage with the Bank in a simpler and more intuitive way.
What began as a smarter, chat-based way to handle customer service has grown into a broader digital engagement platform. Today, customers can use ESTA to apply for a credit card, auto loan, and personal loan, explore insurance options, and participate in auto bidding through Facebook Messenger and the Bank’s digital channels. For many customers, ESTA is also where their EastWest relationship begins, making it as much an acquisition channel as it is a service tool.
What makes ESTA different is its ability to make each interaction more relevant. Every conversation helps build a clearer understanding of what a customer needs, allowing future engagements to feel more personal and timely. Routine concerns can be resolved automatically, reducing wait times and improving convenience. When a request requires human assistance, ESTA hands the conversation over to a representative with the necessary context, so the customer does not have to start over.
ESTA is an integral part of EastWest’s broader phygital strategy, where digital platforms and human support work together to give customers more choices in how they bank. Whether through digital channels or EastWest’s nationwide branch network, the goal remains the same: to make banking easier, more relevant, and more responsive to the needs of customers.
“People are increasingly comfortable turning to AI for everyday needs, and banking is no different,” said EastWest CEO Jerry G. Ngo. “Our goal is to make banking easier for the people we serve, so the insights we gain help us understand our customers better and serve them better. When Filipinos think of chatting with their bank, we want EastWest to be the first name that comes to mind.”
EastWest continues to build out ESTA, with proactive alerts, deeper transaction support, and broader product coverage on the way. Each enhancement is built around one goal: a banking experience that is easier, more intuitive, and ready whenever the customer is.
