AIA Philippines bets on Taglish AI to strengthen customer engagement training

AIA Philippines is integrating artificial intelligence into advisor training with the launch of “AI Roleplay”, a new platform designed to help its agency force simulate real-world customer interactions and improve emotionally driven conversations around financial protection.

Integrated into the insurer’s master planner ecosystem, the AI-powered platform allows AIA life planners to practise conversations across a range of customer scenarios, from families managing household expenses to customers hesitant about long-term insurance commitments. The system provides instant feedback on objection handling, communication fluency, emotional engagement, and insurance knowledge.

The launch reflects a broader shift as companies increasingly explore how AI can improve customer engagement, agent preparedness, and training scalability, particularly in areas requiring highly personal conversations.

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According to AIA Philippines, many new agents often lack sufficient real-world exposure before engaging clients, while conventional training materials can take months to develop. AI Roleplay was developed to create a more responsive and accessible training environment that mirrors the unpredictability of actual customer conversations.

Melita Teo, president and CEO of AIA Philippines, said the company sees AI as a tool to strengthen, rather than replace, the human side of financial advisory.

“Insurance has always been deeply personal. Behind every conversation is someone thinking about their family, their future, and the financial decisions that matter most to them,” said Teo. “Technology should help life planners become better listeners, more empathetic communicators, and more confident in addressing real customer concerns.”

She added that emotional intelligence is becoming increasingly important alongside product expertise as advisors navigate more nuanced customer interactions.

“Every customer conversation is different,” she said. “Agents need to be prepared not just with product knowledge, but with the confidence to respond thoughtfully in the moment. AI Roleplay gives them a space to practice, improve, and learn through experience before meeting actual clients.”

The platform has been rolled out nationwide and supports English, Tagalog, and Taglish, a localisation effort that remains relatively uncommon within enterprise AI deployments in the insurance sector. The company said the investment reflects its focus on building technology that aligns with how Filipinos naturally communicate, positioning localisation as a key part of its broader digital transformation strategy.

AI Roleplay was initially piloted among new life planners, recruiting leaders, top-performing advisors, and agency leaders before its wider deployment across the country. Future upgrades are expected to further strengthen the platform’s local conversational capabilities.

The insurer said the initiative forms part of a wider push to personalise and scale advisor development, alongside the expansion of AI-powered tools across underwriting, customer engagement, and advisor support functions.

“For AI to make a difference, it has to help people in meaningful ways,” Teo said. “What we want is to help life planners build stronger relationships with customers, have more relevant conversations, and ultimately guide more Filipinos toward better protection and financial security.”

Accessible through mobile devices, the platform enables life planners to conduct coaching simulations at any time and receive immediate feedback after each session, effectively functioning as a round-the-clock digital mentor for customer-facing interactions.

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