Filipino Youth Prefer Human Advisers Over AI

Manila, Philippines — Despite the rapid expansion of digital financial technologies and artificial intelligence (AI), young Filipinos continue to place the highest value on advice from human financial advisers, particularly when it comes to life and health insurance. This trend underscores the trust of the country’s youth in personal guidance and highlights a preference for nuanced, tailored advice over automated platforms.

A recent report by Prudential Philippines indicates that 76 per cent of Filipinos aged 20 to 35 prefer consulting a licensed human adviser rather than relying solely on AI-driven platforms. The report states: “Filipino youth prioritise personal connection and credible advice. They favour a holistic approach to risk management and give precedence to long-term investment strategies. Their primary objective is financial security and stability.”

Regional Comparison

The survey was conducted across seven Asian markets — Hong Kong, Indonesia, Malaysia, Singapore, Taiwan, Thailand, and the Philippines — with a total of 5,348 young adults participating. Among these countries, the Philippines demonstrated the strongest preference for human advisers. While neighbouring markets show a greater openness to digital or AI-assisted solutions, Filipino youths consistently favour direct, personal guidance.

The table below illustrates the proportion of young Filipinos who prefer human advisers in different areas of insurance consultation:

The survey also found that this preference is closely linked to expectations of improved personal financial conditions. Eighty-one per cent of participants anticipate a positive shift in their financial situation over the next five to ten years, while 44 per cent expect new financial opportunities within the same timeframe.

Human Advisers Vital for High-Risk Decisions

Prudential emphasises that the preference for human advisers stems from the high-risk nature of insurance decisions. “Life and health insurance are not mere transactions; they require explanation, reassurance, and trust. Regular personal interaction builds confidence, and 80 per cent of young adults reported consulting a financial adviser at least once in the past five years.”

The findings highlight that, although Filipino youth are embracing digital technologies, personal guidance remains essential for major financial decisions. Human advisers provide not only confidence but also a foundation for long-term financial stability.

Overall, the survey paints a dual perspective among young Filipinos: an openness to technological innovation, coupled with a steadfast reliance on human interaction — a combination that lays a strong foundation for sustainable financial growth and security.