Manila, Philippines – AIA Philippines has launched an AI-powered training platform aimed at helping its agency force, known as AIA Life Planners, improve customer communication and advisory skills as financial protection needs become increasingly complex.
Called “AI Roleplay,” the platform is integrated into the company’s Master Planner digital ecosystem and allows Life Planners to simulate conversations with customers across different personas and financial situations. These include scenarios involving parents managing household expenses and customers concerned about affordability or long-term insurance commitments.
The platform provides real-time feedback on areas such as objection handling, emotional engagement, communication fluency, and insurance knowledge. According to the company, the initiative forms part of broader efforts within the insurance industry to use artificial intelligence to improve agent readiness, customer engagement, and training efficiency.
AIA Philippines said the platform addresses challenges faced by new agents who may have limited real-world experience before interacting with customers, while also reducing reliance on traditional training materials that can take months to produce.
AIA Philippines President and Chief Executive Officer Melita Teo said the company views AI as a tool to support human-centered customer interactions rather than replace them.
“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 evolving customer conversations require both technical knowledge and emotional intelligence.
“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 AI Roleplay platform has been rolled out nationwide and supports English, Tagalog, and Taglish. The company said the inclusion of Taglish reflects its focus on localising AI tools around how Filipinos naturally communicate.
The platform was initially tested through a pilot involving new AIA Life Planners, recruiting leaders, agency leaders, and top-performing advisors before expanding nationwide. Future enhancements are expected to further strengthen localised conversational capabilities.
According to AIA Philippines, the initiative is part of its wider digital transformation strategy and investment in advisor development, alongside efforts to expand AI-powered tools for underwriting, advisor support, and customer engagement.
“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 said the platform enables Life Planners to access coaching simulations through mobile devices at any time and receive immediate feedback after each session, effectively functioning as a 24/7 digital mentor for customer interactions.
