AS AI rapidly transforms how Filipinos receive and share information, a critical question is emerging: who will ensure the truth prevails?
At a recent summit at the University of the Philippines Los Baños (UPLB), co-founders of the AI Centre of Excellence (ACE) Ana Pista and Hemant Gaule challenged the students to become the vanguards of responsible communication, addressing a critical skills gap and the growing threat to democratic discourse during the The UPLB summit, titled "The Power of Communications."
Pista, who is also CEO of Ardent Communications (ArdentComm), issued a call to action, not just for students, but for the entire Philippine PR and communications industry, emphasizing the urgent need to understand and address the ethical responsibilities in an increasingly digital and AI-driven world.
"We are at a pivotal moment," Pista said. "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 rising tide of misinformation and AI skills gap
The urgency of Pista's message is underscored by the alarming prevalence of misinformation in the Philippines.
A recent study by Pulse Asia Research Inc. revealed that 68 percent of Filipinos find it difficult to identify fake news online. This reality highlights the severe erosion of public trust and the critical need for ethical communication practices.
The Philippine communications industry also faces a growing skills gap in AI and related technologies. Industry reports indicate a 35 percent increase in demand for AI-related communication skills in the past year alone, highlighting the timeliness and relevance of Pista's message.
"We chose to bring this conversation to students first," Pista explained, "because we believe they hold the key to safeguarding the future of communication. They need to understand the power of words, the ethics of influence, and the impact of AI on society — now, not later."
Industry impact and expert insights
Gaule, who is also director of the School of Communications & Reputations (SCoRe), said: "We need to move beyond simply adopting AI tools and focus on developing a framework for responsible implementation."
Gaule emphasized the need for students to see AI as a collaborative tool, not a replacement for human judgment.
“Treat AI like a very capable intern. Give it references, instructions, and feedback, and it will be able to recognize a pattern,” he said. “We need to guide AI, not be guided by it.”
Democracy under siege
While connecting millions, the digital age has also birthed a sinister shadow: the proliferation of misinformation and disinformation. In the Philippines, this phenomenon is not just online chatter; it is a direct threat to democracy.
In a separate event, communication experts from UP Diliman have cautioned that the dwindling trust in reliable information, coupled with the manipulation of public opinion, is stifling genuine voices and distorting the nation's political landscape.
Professor Clarissa David of the UP College of Mass Communication clarified that academics distinguish between “misinformation” (unintentional false information) and “disinformation” (deliberate manipulation).
Associate Professor Danilo Arao highlighted the role of journalistic errors, emphasizing the need for accountability.
Professor Rachel Khan added that journalists can be victims but emphasized verification tools.
Their analysis underscored that social media platforms have become a primary arena for this challenge, as evidenced by the fact that over 90 million Filipinos -- a staggering 78 percent of the total population -- are active social media users as of early 2025. This widespread engagement highlights the immense scale of the battleground where truth and falsehood compete for attention.
"The horrible thing about fake news is it also undermines democracy," Khan warned, highlighting how fake accounts silence legitimate voices.
Arao, for his part, expressed concern about the growing acceptance of fake news, pointing to its emotional manipulation tactics.
Building bridges and opening doors
By offering the workshop free of charge, ACE aimed to democratize access to emerging knowledge.
"We’re not just sharing knowledge — we’re opening doors," Pista said, emphasizing ACE’s commitment to inclusivity.
This impactful session at UPLB, which generated significant social media buzz with the hashtag #AIEthicsPH, was held in advance of the upcoming staging of the second round of the AI Centre of Excellence (ACE) workshop, "Power of AI for Communications and Beyond," on May 5 and 6 at the La Fuerza Plaza 2 in Makati.
Ultimately, experts called for a collaborative effort between media scholars, practitioners, and the public to navigate the digital landscape and protect the integrity of information, safeguarding Philippine democracy. (PR)