EastWest Ageas announced recently that it is harnessing artificial intelligence (AI) to significantly enhance its sales and customer advisory processes, marking a strong push into the digital realm to connect with a younger, tech-savvy Filipino audience.
Greg Martin, EastWest Ageas chief distribution officer and marketing officer, emphasized that the life insurer’s commitment to becoming a ‘customer-centric’ operation is being amplified by the introduction of an AI-driven tool designed to support its entire sales force-across both bancassurance and agency channels.
‘The core of EastWest Ageas’ AI strategy is focused on empowering its advisors. While details are scarce, the new tool is positioned as an innovative solution that will make their sales team better and more effective advisors to their customers.
By providing real-time, knowledgeable support, the AI aims to increase efficiency and effectiveness, ensuring that customer interactions are informed and relevant,’ Martin explained in a press conference.
Martin said the company’s approach acknowledges the crucial role of the human advisor while leveraging technology to provide a competitive edge.
Moreover, he said the goal is to equip agents with intelligence that allows them to move beyond transactional selling to become truly knowledgeable partners in their customers’ financial journeys. Martin said this is particularly vital in a market where financial literacy is a continuing challenge, which was recently mentioned by the company’s executives.
He said EastWest Ageas is keenly aware of the Philippines’ young average age and is determined to connect with the Gen Z and Millennial demographic. Their recent ‘FYP [For Your Purpose]’ campaign, a sitcom-style series focusing on modern Filipino ‘doers and dreamers,’ is testament to this goal. The integration of AI is the logical next step to meet this audience where they are-in the digital space.
While the company is focused on the growing middle class, Martin said the executive team confirmed that entering the digital channels through EastWest Bank next year will allow them to capture segments of the younger market that prefer buying services online. The AI tool will likely play a central role in these digital customer interactions, potentially through a chatbox or other direct-to-consumer digital channels, making insurance more accessible and less daunting.
Martin said the strategic deployment of AI ensures that EastWest Ageas remains relevant and responsive, solidifying its position as a reliable life partner for Filipinos as they navigate their financial future.