MANILA, Philippines — UnionBank of the Philippines once again took center stage at DigiCon 2025, the country’s premier digital and technology conference organized by the Digital Marketing Association of the Philippines (DMAP).
The annual event brought together leaders in business, marketing, and innovation to explore how emerging technologies—like artificial intelligence (AI)—are transforming industries and shaping the digital future.
This year, UnionBank showcased a deeper, more human approach to AI—one that brings personalization and empathy to the heart of every digital interaction. Aligning with DigiCon 2025’s theme, “The Age of I: The Power of Personalization,” UnionBank showcased how AI can create meaningful, human-centered experiences for customers and employees—reflecting its brand promise to help Filipinos “Live a Life Unlocked,” where technology empowers individuals to pursue their goals with greater freedom, confidence, and ease.
From clicks to connections: How AI elevates every experience
During the conference’s Immersive Track, Rene Aguirre, UnionBank’s Digital Experience and Development Head, shared the story of Nina, a digital customer whose banking journey—from opening her account to applying for a credit card and managing everyday financial transactions—is aided by AI.
“Digital transformation isn’t just about technology—it’s about people,” Aguirre said. “Every AI model we design aims to understand individual behavior and deliver experiences that feel intuitive, personal, and genuinely helpful.”
UnionBank’s AI-driven initiatives continue to transform customer journeys and deliver tangible results. These reflect UnionBank’s commitment to uplifting lives through innovation—using technology to simplify, personalize, and enhance how customers engage with their bank.
The New Work Order: Empowering employees through AI
Over at 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 human-centered approach to employee transformation.
“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 shared. “That’s how we’re preparing UnionBankers to thrive in a world where being future-ready means being multi-skilled, adaptive, and always learning.”
UnionBank’s people-first philosophy extends to how it integrates AI at work. As Aguirre explained, “Our AI tools—like RIA, our AI-powered customer service assistant, and the Wealth RM Assistant—are designed to support, and not replace, human capability. They empower our teams to serve customers with greater empathy and intelligence.”
This is why the Bank’s approach to AI is guided by two core principles: Automated Intelligence delivers seamless, digital-first banking experiences for customers, while Assisted Intelligence for employees enhances service quality, productivity, and decision-making.
A future built on personalization and purpose
With over 80 live AI models driving innovation across its operations, UnionBank continues to set the standard for next-generation, “phygital” banking—seamlessly blending physical and digital experiences to meet customers wherever they are.
“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.”
