Union Bank of the Philippines, Sansiri Public Company go big with AWS

Amazon Web Services (AWS), an Amazon.com company, has announced two customer wins at re:Invent, AWS’s annual flagship AI and cloud event in the US.

The Union Bank of the Philippines (UnionBank), one of the country's leading banks, has successfully implemented Amazon Quick Suite to revolutionise how its business users across multiple departments access and analyse data.

As the first bank in the Philippines and among the first in ASEAN to leverage the generative AI capabilities of Amazon Quick Suite, UnionBank is enabling business users spanning operational units, technology teams, product development and customer-facing functions to query data using natural language.

Transformation at UnionBank means fostering an agile, empowered, and customer-centric mindset that drives real innovation. By harnessing data and AI, UnionBank can anticipate needs and deliver intuitive, personalised banking experiences that simplify finance and expand access. 

However, realising their vision of becoming a truly data-driven organisation required UnionBank to take proactive steps to address a key operational challenge. Traditionally, UnionBank's business users rely heavily on data teams and technical specialists to generate reports, create dashboards, and extract meaningful insights from their data repositories. While effective, this dependency limited agility and slowed decision-making. 

UnionBank recognised that to remain competitive and serve customers better, they needed to empower their over 200 business users across their business units to independently access, analyse, and visualise data with Amazon Quick Suite. This strategic move positioned UnionBank to not only streamline operations but also strengthen its competitive edge through data democratisation and advanced analytics. 

By doing so, UnionBank would unlock faster, smarter decision making, allowing teams to answer critical business questions like “why did customer acquisitions drop this month?” in natural language, uncover hidden patterns such as fraudulent activities, and deepen customer understanding. 

UnionBank's implementation of Amazon Quick Suite makes data analytics accessible to non-technical users as well. The solution enables business users to generate insights and create dashboards without requiring specialised technical skills. Users can build their own dashboards and independently adjust their own parameters to get answers in real time, significantly reducing dependence on IT resources. Once the end state is achieved, business teams will experience up to 5x faster data request turnaround times. 

"Data is the foundation of any successful AI transformation in banking, and AWS's generative AI capabilities has enabled us to fundamentally transform how we approach data-driven decision making at UnionBank," said Dennis D. Omila, UnionBank’s Chief Transformation Officer. 

"By empowering our business teams with direct access to analytics through natural language, we're not just improving operational efficiency, we're democratising data insights that enable us to better serve our customers and stay ahead in the rapidly evolving financial services landscape. This positions UnionBank as a leader in digital banking innovation across the Philippines and ASEAN region."

The implementation of the solution allowed for real democratisation of data and access, enabling the bank to realise ~30% lower cost to operate. Current use cases are in the areas of campaigns and account management. Faster time to market and cost management translates to lower costs for the bank, which then results in better pricing for customers. 

"AI adoption in the Philippines is growing at 50% year-on year, and financial institutions are rapidly adopting generative AI and agentic AI to drive financial inclusion and create personalised services. UnionBank exemplifies this transformation," said Precious Lim, Country Manager, AWS Philippines. 

"With Amazon Quick Suite, UnionBank is improving internal efficiency while positioning itself to deliver easier access to financial services and better customer experiences to Filipino customers through data-driven insights.”

AWS also announced that Sansiri Public Company, one of Thailand’s leading real estate developers, is transforming how people buy and own homes with generative AI (gen AI) on AWS. By deploying the county’s first large-scale gen AI solutions in real estate, Sansiri has accelerated customer response times by 30%, increased satisfaction scores by 25%, and streamlined thousands of transactions – reshaping home ownership for Thai families.

“With AWS, we’re reimagining what it means to buy and own a home in Thailand,” said Kavin Manomaiudom, Assistant Executive VP - Information Technology Department, Sansiri.

“Generative AI allows us to serve customers with greater speed, clarity, and personalisation, while giving our employees powerful tools to shape the future of Thai communities. This is just the beginning of how we’ll use the cloud to deliver better living experiences.”

Amid the continuous growth of the real estate sector, which is a high-value industry and plays a vital role in Thailand's economic growth, Sansiri is using AWS to reinvent how it serves more than 3,000 employees and customers across 500 real estate projects. 

The company’s ChatX Assistant, powered by Amazon Bedrock using Anthropic’s Claude 3.5 Haiku and Claude 4 Sonnet, acts as a digital concierge, giving staff and buyers instant access to information on financing, zoning, construction updates, and project timelines. This makes it easier for customers to navigate complex decisions and for Sansiri teams to deliver seamless experiences. 

For example, Sansiri's ChatX Assistant lets buyers instantly check things like zoning rules, financing options, and construction progress for over 500 projects. This helps customers make decisions faster and reduces the workload for Sansiri's sales and service teams.

Behind the scenes, Sansiri is streamlining operations with gen AI in ways that directly benefit buyers. Its optical character recognition (OCR) system, built on Amazon Bedrock, now processes more than 50,000 invoices per month with over 90% accuracy, reducing document processing time by half. This improvement has freed up employees to focus more on customer care and innovation, with teams now exploring the adoption of agentic AI to enhance the OCR system, allowing users to set automated workflows aligned with Sansiri's enterprise processes. 

In parallel, Amazon Q Developer has boosted software development productivity by 30% while reducing compute costs by 20%, ensuring Sansiri’s technology backbone runs efficiently as it scales to meet growing demand.

“Southeast Asia’s real estate industry is undergoing rapid digital transformation, and AI is at the centre of that change,” said Vatsun Thirapatarapong, Country Manager, AWS Thailand. 

“Sansiri’s success shows how developers can use AWS services to streamline operations, improve customer trust, and set new benchmarks for the home buying and ownership experience.”

Hashtag: #awsreinvent

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