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Case Study

The DTI improves citizen experience with AI-enabled citizen support

The Department of Trade and Industry handled over 1,500 chats in the first two months after deploying Proto’s AI Citizen Experience solution. The multilingual chatbot helped the DTI achieve its No Wrong Door policy by making information accessible across six functional groups in local languages such as Tagalog and Cebuano.

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Average response time


chats per day after sneak peek deployed



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About the DTI

The Department of Trade and Industry is the executive department of the Philippines government responsible for business and trade innovation, growth, and consumer protection. The department consists of six functional groups that collaborate to deliver services to businesses and the public, and facilitate policymaking to further business development across the Philippines.

About Proto

Proto is the leader for inclusive chatbots and multilingual contact centre automation in emerging markets. Proto’s AI Customer Experience (AICX) platform is powered by proprietary natural language processing (NLP) for under-resourced and mixed languages. The Proto team has successfully developed novel deep-learning techniques and regulatory partnerships to maximize consumer experience, protection, and lifetime value across 20+ emerging markets.


The DTI, which serves as the prime mover of consumer welfare in the Philippines, received a large number of calls and emails which they handled manually through their contact centre across six functional groups, each with a different specialization.

With different roles and regulations across each functional group, it was difficult for customer service teams to answer all citizen queries quickly and effectively, and to ensure each query was forwarded to the correct group.

The volume of queries increased the wait times for citizens seeking help from the DTI, particularly since live agents were only available during business hours. Limited hours also made it more difficult for foreign investors seeking assistance from the DTI, particularly if they were not in the same time zone.


DTI’s chatbot, TIA (Trade and Industry Assistant) was trained with various FAQs from the six major functional groups (FGs) that deliver business and consumer services directly to stakeholders and the general public, or in the provision of support to the other agencies. The chatbot answers questions about various topics such as business registration, consumer complaints, and e-commerce adoption.

TIA is responsible for handling all queries from citizens across the Philippines. It speaks Tagalog/Taglish and Cebuano as well as English, helping citizens in different regions find answers in their local language.

If the chatbot doesn’t have the correct answer for their questions, it will suggest the correct channel for their queries so they can contact the responsible group through these channels. The 24/7 availability of the bot also allows citizens from other countries to DTI anytime.

Besides helping citizens, DTI’s chatbot also serves as a data collection platform to help the DTI team understand the issues citizens are facing, by accumulating data such as popular topics citizens are concerned with, what issues they faced, and which functional group that has the most questions. The DTI will then be able to use this data to improve citizen engagement on their website experience and citizen services.

The DTI team will continuously improve the customer experience on the chatbot and provide more services to citizens such as a channel for consumer complaints, more language support such as Ilocano and Kapampangan, and more channels such as Facebook, Viber, WhatsApp, and Twitter. They will also continue to customize service across the 6 functional groups.


Here’s a summary of the results achieved by the automated consumer experience solution since its first month of deployment in October 2022.


chats on the first 2 months


Average bot response time


increase in chats after sneak peek deployed



The INTUMWA complaints chatbot is deployed across the websites of Rwanda’s banks for maximum exposure to consumers in need of protection. These banks can choose to upgrade the chatbot with additional capabilities for general customer support, payments, and account management.

nbr example insurance chatbot


The INTUMWA complaints chatbot is deployed across the websites of Rwanda’s insurance providers for maximum exposure to consumers in need of protection. These insurance providers can choose to upgrade the chatbot with additional capabilities for general customer support, claims, and coverage applications.


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Proto’s AI Citizen Experience solution has helped DTI’s contact center to automate a large number of repetitive, direct questions while providing more localized and efficient service for citizens.

TIA is also helping the DTI achieve its No Wrong Door policy, by automatically forwarding citizen requests to the correct department. This helps save citizens from getting lost and frustrated, and ensures that consumer complaints are handled more efficiently.

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