Industry Recognition Reinforces the Bank’s Commitment to Advancing AI and Digital Solutions for Enhanced Customer Service
East West Banking Corporation (EastWest) has been honored with three prestigious awards at the 2026 Digital CX Awards, taking home titles for Best Use of AI for Customer Experience, Best Use of Generative AI for Customer Experience, and Outstanding Chatbot Customer Experience — all awarded at the national level in the Philippines. These accolades celebrate ESTA (EastWest System Tech Assistant), the Bank’s advanced AI-powered platform that is transforming the way Filipinos interact with and access banking services.
The recognition underscores EastWest’s ongoing commitment to investing in practical, customer-centric technology designed to make banking simpler, more efficient, and more accessible. ESTA combines automation, generative artificial intelligence, and conversational capabilities to deliver a seamless and intuitive banking experience for every user.
What began as an innovative chat-based solution for customer support has evolved into a comprehensive digital engagement platform. Today, customers can use ESTA to apply for credit cards, auto loans, and personal loans, explore insurance products, and participate in auto bidding — all accessible through Facebook Messenger and the Bank’s other digital channels. For many clients, ESTA serves as the first point of contact with EastWest, functioning both as a valuable service tool and an effective channel for acquiring new relationships.
What sets ESTA apart is its ability to deliver personalized and meaningful interactions. Every conversation helps the platform gain deeper insight into individual customer needs, ensuring future engagements are always relevant and timely. Common inquiries are resolved instantly, cutting down wait times and improving overall convenience. When a request requires the support of a human representative, ESTA seamlessly transfers the conversation while sharing all necessary context — eliminating the need for customers to repeat information and ensuring a smooth transition.
ESTA is a key component of EastWest’s broader phygital strategy, where digital tools and human support work hand in hand to give customers greater flexibility and choice in how they bank. Whether engaging through online channels or visiting one of the Bank’s branches nationwide, the core objective remains consistent: to make banking easier, more responsive, and perfectly aligned with the needs of every customer.
“More and more people are growing comfortable using artificial intelligence for their daily needs, and banking is no exception,” said Jerry G. Ngo, Chief Executive Officer of EastWest. “Our mission is to make banking simpler for the communities we serve. The insights we gather help us understand our customers better, enabling us to provide service that is truly tailored to them. Our vision is clear: when Filipinos think of connecting with their bank through conversation, we want EastWest to be the first name that comes to mind.”
EastWest continues to expand and improve ESTA, with upcoming features including proactive notifications, expanded transaction support, and an even wider range of product offerings. Every development is guided by one core goal: to deliver a banking experience that is easy to use, intuitive, and available whenever customers need it.
Start your conversation with ESTA today through EastWest’s official Facebook page at facebook.com/EastWestBanker. To learn more about the full range of products and services, visit www.eastwestbanker.com. The Bank reminds all customers to conduct transactions only through authorized and official EastWest channels.
The 2026 Digital CX Awards recognize outstanding innovation in digital customer experience across the Asia-Pacific banking industry.
