UnionBank reimagines next-gen AI banking at DMAP’s DigiCon 2025

Insider Spotlight

• UnionBank champions “phygital” banking — merging physical and digital experiences
• Over 80 AI models enhance customer personalization and employee support
• RIA, the bank’s AI-powered assistant, shows how tech empowers, not replaces
• DMAP’s DigiCon 2025 highlights AI’s role in shaping more human innovation
  
  

UnionBank of the Philippines showcased the next frontier of banking innovation at DigiCon 2025, the annual technology and marketing summit organized by the Digital Marketing Association of the Philippines (DMAP). 

This year’s theme — “The Age of I: The Power of Personalization” — spotlighted how technology, especially artificial intelligence (AI), can be used to deepen human connection.

For UnionBank, the message was clear: AI’s greatest impact lies not in automation, but in empathy. The bank calls this its Next-Gen AI Vision — where digital meets human, a philosophy that shapes how it designs both customer and employee experiences.

Banking beyond the screen

In the Immersive Track, Rene Aguirre, UnionBank’s digital experience and development head, shared the story of Nina — a digital customer whose entire journey, from opening an account to managing her finances, is guided by AI. 

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

UnionBank’s approach centers on creating “phygital” banking — a seamless blend of physical and digital experiences that lets customers move effortlessly between online platforms and in-branch interactions. With over 80 AI models in place, the bank is turning data-driven insights into personalized, human-centered experiences.

AI that empowers people

During the Integrated Track, Michelle Rubio, UnionBank’s chief human resource officer and CSR head, discussed how AI also transforms the workplace.  

“At UnionBank, we’re building a team of experts... UnionBankers can build expertise in other domains like blockchain, AI, data science, or digital innovation,” Rubio said.

The bank’s AI-powered assistant RIA, along with tools like the Wealth RM Assistant, exemplifies UnionBank’s belief in Assisted Intelligence — where AI supports, not replaces, human capability. This dual framework also includes Automated Intelligence, which delivers faster, more seamless customer experiences.

The big picture

By putting empathy and personalization at the core of its AI strategy, UnionBank is redefining what “next-gen” truly means. 

Its DigiCon 2025 showcase wasn’t just a tech demo — it was a vision for the future of banking, where technology serves humanity and innovation builds trust. —Princess Daisy C. Ominga | Corrie S. Narisma