organized by Fintech Alliance PH
GCash, the Philippines’ leading finance super app and largest cashless ecosystem, showcased its innovations, driven by artificial intelligence (AI), to unlock more financial opportunities for Filipinos and to protect them from cybercriminals.
Speaking at the Manila Tech Summit organized by Fintech Alliance PH, with the theme, “AI Unlocked: Shaping Our Digital Future,” G-Xchange president and CEO Ren-Ren Reyes underscored the transformative power of AI in allowing GCash to do good on its mission of making Filipinos’ everyday lives better.
“GCash is not just a financial tool but a catalyst for empowerment,” stated Reyes, pointing out that GCash has paved the way for financial inclusion for all Filipinos, evolving from being a life hack during the pandemic to growing into the Philippines’ first duacorn to reaching all Filipinos around the world, providing financial services wherever they may be.
This tremendous growth bodes well for the utilization of AI in creating a digitally inclusive financial ecosystem for all Filipinos.
“AI-driven innovations fuel the creation of new products. AI-powered credit scoring opens more opportunities for GCash customers. AI-reinforced security allows us to protect our customers even better,” Reyes explained as he unveiled the ways in which GCash is optimizing AI.
One of the most common ways of utilizing AI is to automate processes for operational efficiency, allowing an organization’s skilled workforce to focus on higher-value job activities. To this point, GCash has launched chatbots to address common user concerns. These chatbots include GIGI, a real-time, interactive customer service chatbot, operating 24/7, and GINA, a lending collections agent.
Beyond automating processes, AI can unlock opportunities. There are use cases of how AI can enable financial inclusion, as in the case of alternative credit scoring. Such is the case of GScore, which reflects how active a user is in using GCash’s products and features. This allows GCash to score a user’s creditworthiness, enabling them to avail more financial solutions to support their financial needs or goals.
AI can also be a tool for learning, enhancing the financial literacy of a GCash user. GCoach AI is an interactive solution that users can turn to for money-related tips and advice, enabling them to take control of their financial future.
The opportunities unlocked by AI are not just limited to individuals—AI creates opportunities for business innovation as well. GCash has implemented marketing tech solutions, allowing its business partners to reach audiences with the right message at the right place and at the right time.
Moreover, maintaining user trust and security is another area that AI can be useful in, as it can be employed in risk management to identify and mitigate potential threats. GCash’s Scam Score prevents scamming by scoring registered GCash accounts on their likelihood to be scammers, based on intrinsic Know Your Customer (KYC) attributes and behavioral data.
All these AI-driven solutions are founded on the use of responsible data and AI. “We at GCash have developed our own Responsible AI and Ethics Principles to ensure that our decisions are rooted toward ensuring equity for users,” explained Reyes. “We have drafted an AI Ethics Charter, launched a GCash-wide Good Data for Good series, and conducted moral imagination workshops for our employees. We are committed to creating a positive and sustainable impact on our users.”
Reyes is optimistic that AI will allow GCash to realize its vision of Finance for All.
“GCash is not just a financial service provider—it is a catalyst for change, a partner for nation-building and a driver of innovation. Every day, we work hard to empower our fellow Filipinos. Together, we are not only building a more financially inclusive society; we are empowering individuals, uplifting communities, and creating opportunities that will pave the way for a brighter, more prosperous Philippines. Together, we will continue to make a lasting impact so we can all ensure that no Filipino is left behind,” Reyes concluded.
