Ana Pista, founder and CEO of Ardent Communications (ArdentComm), underscores the strategic integration of AI in public relations during a panel discussion at the UP Diliman College of Mass Communication.
Joining three other panelists during the college’s “Caring for CMC, Conversations 2025” event last February 19, Pista shared insights and experiences on the topic “Conversation on the Future of Research, Media and Creativity.” Highlighting the growing role of AI in navigating the evolving media and PR landscapes, she again urged PR and marketing professionals and communication students to embrace and optimize the power of artificial intelligence even as they also practice responsible and ethical use of the technology.
The panel discussion looked into current trends and future possibilities of AI adoption in media and research, including data analytics. It brought together students, academics, media professionals and industry leaders.
The other panelists are Philip Tiongson, data science director and head of MX Havas Ortega; Chill Lampano, senior manager for business analytics and research at Cignal TV; and Jonas Delos Reyes, first vice president of Metrobank.
The power of data at work
Pista shared how data-driven insights amplified by AI tools are reshaping the way campaigns and narratives are being crafted and told. She shared that at ArdentComm, research and data are not just a starting point but are integrated into the entire process.
“We start with research and end with more research. Everything you do, especially in PR, should be backed by data,” she added.
The other panelists likewise shared real-world examples of how data is transforming their respective organizations. Metrobank’s Delos Reyes talked about the increased accessibility of data and the shift toward automated analysis systems in the banking sector.
“Banks have a lot of data, and we are slowly moving away from the traditional way of analyzing customer data and are now shifting to automated systems.”
(L-R) Kate Delos Reyes, moderator; Jonas Delos Reyes, Metrobank first vice president; Chill Lampano, Cignal TV senior manager for business analytics and research; Ana Pista, ArdentComm founder and CEO; Philip Tiongson, MX Havas Ortega data science director and head
To illustrate the power of AI-driven social listening and sentiment analysis, Pista briefly shared how when a client information was accidentally leaked, potentially jeopardizing an official announcement, ArdentComm leveraged AI tools to gauge public reaction. The analysis revealed excitement rather than outrage, with the former even leading to a surge in subscriptions.
“AI is only as good as the data you put into it, and you must first carefully analyze the data before making connections,” Pista explained.
“It’s interesting that what was seemingly a crisis situation turned out to be an opportunity,” commented Kate Delos Reyes, moderator of the session.
AI in the workplace
The panel also discussed how organizations and companies are adapting to the rise of AI and big data. Tiongson from Havas Ortega noted that clients are primarily concerned with effectiveness and efficiency regardless of the AI tools used.
Pista added that proficiency in using AI tools is essential as professionals and their work are increasingly being measured by data-backed results. “If what we say is backed by data, our decisions are less likely to be questioned,” she asserted.
When asked how to upskill, Delos Reyes from Metrobank stressed the importance of ethical considerations in the age of AI, urging professionals to ground themselves in strong moral foundations.
“The more we live in a high-tech world, the more human we need to be,” concurred Delos Reyes, the panel moderator.
Integrating AI
Pista recounted her experiences at the World Public Relations Forum 2024, where communication professionals from around the world grappled with the same question of how to effectively integrate AI. She observed that while the application of AI varies across countries due to differing regulations, the Philippines is not necessarily behind.
“Playing catch-up depends on regulations,” she shared, noting the existing Data Privacy Act in the Philippines and the more robust frameworks in Europe and the USA. Pista expressed confidence in the Philippines’ ability to harness the power of AI.
“Those who are adept at navigating the digital world already possess the skills to use and leverage AI,” she affirmed. “At ArdentComm, we utilize more than 20 different tools to ensure our clients receive the most effective data-driven strategies for their campaigns. We’re committed to staying at the forefront of innovation to enable our clients to benefit from the transformative potential of AI,” Pista concluded.
