At the World Economic Forum (WEF) Annual Meeting 2025 in Davos-Klosters, Switzerland, a panel discussed the importance of responsibly using transformative technologies like artificial intelligence (AI) to drive progress in fintech. Hosted by Deloitte, the panel explored AI’s real-life applications in financial institutions, including GCash, and its potential to improve productivity, customer experience, and financial inclusion.
Rowena Zamora, Chief Strategy Officer for GCash, joined Neal Baumann from Deloitte and Christiana Riley from Banco Santander to discuss “Unlocking the Potential of AI in Financial Services.” GCash, the Philippines’ leading finance super app, aims to break down barriers to financial inclusion using AI and technology.
“We are driven by a vision of ‘Finance for All’,” said Zamora. Despite systemic challenges in financial inclusion, GCash leverages technology to bridge the gap. The panel focused on how AI can enhance operational efficiency, customer engagement, and risk management.
Zamora emphasized the lack of identity documentation and credit history that hinders access to financial services for many Filipinos. “In the Philippines, where many lack the traditional documentation to open accounts, the challenge is providing financial services to the unbanked,” she explained.
To address this, GCash created GScore, an innovative credit scoring model that uses digital transaction data as a proxy for creditworthiness. This has unlocked over $2 billion in micro-loans for seven million Filipinos. “Before the pandemic, only 1% of Filipinos had access to credit,” said Zamora.
Looking ahead, the panel stressed the importance of using high-quality data to build AI models that drive scalable solutions. GCash continues refining its AI models, collaborating with both private and public sectors to ensure financial inclusion for all.
