GCash, the Philippines’ leading finance super app, is harnessing the power of artificial intelligence (AI) to accelerate financial inclusion and enhance security for its users, according to G-Xchange President and CEO Ren-Ren Reyes.
Speaking at the Manila Tech Summit, Reyes highlighted the role of AI in transforming GCash from a financial tool into a catalyst for empowerment and innovation, paving the way for a digitally inclusive future for all Filipinos.
“GCash is not just a financial tool but a catalyst for empowerment,” Reyes said, emphasizing the app’s evolution from a pandemic life hack to the Philippines’ first duacorn. GCash has extended its reach to Filipinos around the globe, providing accessible financial services and driving financial inclusion.
At the summit, themed “AI Unlocked: Shaping Our Digital Future,” Reyes detailed how AI-driven innovations at GCash are creating new opportunities for users and businesses alike.
One of the key advancements is AI-powered credit scoring, exemplified by GScore, which evaluates a user’s creditworthiness based on their engagement with GCash’s products and features. This allows more users to access financial solutions tailored to their needs.
In addition to enhancing access to financial services, GCash has deployed AI to improve customer service and operational efficiency.
The app’s chatbots, GIGI and GINA, address user concerns in real-time and assist with lending collections, respectively, freeing up human resources for higher-value tasks.
AI also plays a crucial role in user education through GCoach AI, which offers money management tips and advice, empowering users to take control of their financial futures.
Furthermore, GCash has integrated AI into its marketing tech solutions, enabling business partners to target audiences with precision.
Security remains a top priority for GCash, and AI is instrumental in this area as well. The app’s Scam Score system assesses the likelihood of a GCash account being used for scamming based on Know Your Customer (KYC) attributes and behavioral data, helping to prevent fraud and protect users.
Reyes underscored GCash’s commitment to responsible AI use, noting that the company has developed its own Responsible AI and Ethics Principles.
“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,” he said.
Looking ahead, Reyes expressed optimism that AI will continue to drive GCash’s mission of financial inclusion and nation-building.
“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,” he concluded.
