GCashan e-wallet and digital financial services platform in the Philippines, showcased a series of innovative features at the recent GCash Futurecast event aimed at enhancing the fintech landscape and improve the consumer experience.
Martha Sazon, President and CEO of GCash, opened the event with a bold statement about the company’s mission.
“Today, you can expect innovations that are going to be ‘game changers.’ But the real game changer is how we can make a meaningful impact on the lives of Filipinos,” she said, emphasizing the company’s goal of providing access and being a partner in improving the financial health and well-being of Filipinos.
One of the key innovations showcased was Online PaySafe, a security feature designed to protect online transactions. The feature directs customers to the GCash app during payment processes, integrating multi-factor authentication to mitigate risks such as account takeovers, fraudulent payment links and website spoofing.
AI-Powered Gigi: The Improved Help Center Chatbot
GCash also introduced an enhanced version of its help center chatbot, Gigi, powered by generative technology. artificial intelligence (AI). Gigi can now handle common queries, escalate complex issues, perform security checks, access past conversations, and connect users to live agents when needed.
The event also saw the launch of GScore AI, a feature that assesses users’ creditworthiness and loan eligibility based on their app usage, eliminating the need for additional documentation. Another notable feature is Hyper-Personalized Ads, an ad serving platform that exploits AI to learn about users’ purchasing preferences and present personalized offers from GCash partners and merchants.
Leveraging AI for Financial Education and User Growth
GCoach AI, an in-app financial advisor, was also unveiled. The tool uses Generative AI to educate users about spending, saving, and growing their money. It offers personalized insights and connects users to auto-deposit features within the app.
GCash CMO Neil Trinidad explained the role of AI in improve user experience. He highlighted GCoach’s AI’s ability to analyze spending and saving habits to provide users with personalized financial advice. Trinidad also mentioned the use of AI in GScore, which helps users access loans by providing a reliable credit score. With 94 million users, GCash continues to position itself as a leader in providing comprehensive financial services such as payments, loans, savings, investments, and insurance.
AI-based solutions for businesses
In collaboration with Chubb, GCash has also launched Send Money Protect, a service that allows users to insure their transactions against potential scammers for 30 days, protecting them from fraudsters who may pose as known contacts or legitimate stores.
Claude Gomez, Head of Marketing Strategy and Insights at GCash, highlighted how AI has revolutionized marketing, including targeting, developing copy and visuals, and measuring performance. By leveraging AI, businesses can improve customer experience, improve operational efficiency, and gain real-time insights.
Kay Lagman, Head of Investments and Marketing at GCash Partner, stressed the importance of Adopting AI technology for future-proofing businesses in an ever-changing market landscape. The company’s solutions, including Ad Solutions, Promo Solutions, Identity Solutions and Green Solutions, provide effective marketing and data solutions to help businesses thrive in the digital age.
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