As artificial intelligence (AI) continues to shape how Filipinos consume and share information, communication leaders are calling on the next generation to take responsibility for ethical storytelling.
At the “Power of Communications” summit held at the University of the Philippines Los Baños (UPLB), Ana Pista and Hemant Gaule, co-founders of the AI Centre of Excellence (ACE), challenged students to become defenders of responsible communication in the digital age.
“We are at a pivotal moment,” said Pista, who also leads Ardent Communications. “The rise of AI presents both immense opportunities and significant ethical challenges. We need to equip the next generation of communicators with the tools and the moral compass to navigate this complex landscape.”
The summit comes at a time when the country is facing serious issues with misinformation. A recent Pulse Asia survey showed that 68% of Filipinos struggle to identify fake news online. This raises concerns about how public trust is being affected and emphasizes the need for ethical communication.
Growing demand for AI skills
At the same time, communication professionals are seeing a sharp rise in the need for AI-related skills. Reports show a 35% growth in demand for these skills in just the past year.
“We chose to bring this conversation to students first because we believe they hold the key to safeguarding the future of communication,” Pista said. “They need to understand the power of words, the ethics of influence, and the impact of AI on society — now, not later.”
Gaule, who also serves as director of the School of Communications & Reputations (SCoRe), pointed out that ethics should be central to how AI is used in communication.
“We need to move beyond simply adopting AI tools and focus on developing a framework for responsible implementation,” he said. “Treat AI like a very capable intern. Give it references, instructions, and feedback, and it will be able to recognize a pattern. We need to guide AI, not be guided by it.”
Fighting fake news
Experts from the University of the Philippines Diliman stressed how misinformation and disinformation affect Philippine democracy. Professor Clarissa David explained the difference between the two, while Associate Professor Danilo Arao emphasized the importance of accountability in news reporting. Professor Rachel Khan noted that while journalists can be misled, there are tools available to verify information.
“The horrible thing about fake news is it also undermines democracy,” Khan said, adding that fake accounts often drown out real voices. Arao warned that the growing acceptance of fake news is dangerous, as it often plays on people’s emotions.
ACE’s UPLB event, held free of charge, aimed to make knowledge about AI ethics more accessible.
“We’re not just sharing knowledge — we’re opening doors,” Pista said.
The summit also served as a lead-up to the second round of ACE’s workshop, “Power of AI for Communications and Beyond,” set for May 5 and 6 in Makati. Organizers hope to keep the conversation going and help build a more informed, ethical, and inclusive communication landscape.