Manila, Philippines – AIA Philippines has launched an artificial intelligence (AI)-powered training platform aimed at enhancing the communication and advisory skills of its agency force, known as ‘AIA Life Planners’, as part of its wider digital transformation efforts.
The new platform, called “AI Roleplay”, is integrated into the company’s Master Planner system and is designed to simulate real-life customer interactions. It allows Life Planners to practise conversations across different customer profiles and financial situations, including discussions around household budgeting and concerns about insurance affordability and long-term commitments.
The system also provides real-time feedback on areas such as objection handling, emotional engagement, communication fluency, and product knowledge.
According to AIA Philippines, the initiative reflects broader industry trends, with insurers increasingly exploring how AI can support agent training, readiness, and customer engagement.
The company said the platform aims to address a key challenge in the sector, where new agents often have limited exposure to real-world customer conversations before engaging clients directly, while traditional training materials can take time to develop and deploy.
AIA Philippines emphasised that AI is intended to support, rather than replace, human interaction in financial advisory services.
“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 Melita Teo, President and Chief Executive Officer, AIA Philippines. “Technology should help Life Planners become better listeners, more empathetic communicators, and more confident in addressing real customer concerns.”
Teo added that effective customer engagement increasingly requires emotional intelligence alongside product knowledge.
“Every customer conversation is different,” Teo added. “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 blend of Tagalog and English), which the company said reflects its focus on localised communication. It was initially piloted among new Life Planners, recruitment leaders, high-performing agents, and agency leaders before its broader deployment.
AIA Philippines said future enhancements will further develop its conversational capabilities as part of its efforts to expand AI-enabled tools across underwriting, advisor support, and customer engagement processes.
“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.”
The company added that AI Roleplay functions as a digital coaching tool, allowing Life Planners to access simulation-based training on demand and receive immediate feedback after each session, effectively serving as a 24/7 digital mentor for customer interaction scenarios.
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