Adoption of AI continues to pick up at a remarkable pace. Still the question remains: How can professionals, in particular communication professionals, optimize it to add value to their work?
Ana Pista, founder and CEO of Ardent Communications, Inc. (ArdentComm), explored this in her discourse on “Mastering Marketing for Tomorrow: How AI and Consumer Insights Shape Success” held at the LSPR Institute of Communication and Business in Indonesia on November 29, 2024. Speaking to more than 200 aspiring communication professionals, Pista shared actionable insights on how to harness AI to future-proof careers and transform the communications field.
AI adoption: A growing opportunity with persistent challenges
Citing findings from the Cisco 2024 AI Readiness Index, which revealed that 22 percent of organizations in the Philippines are fully AI-ready — a 17 percent increase from the previous year — Pista noted the progress in adopting the technology across industries. She also acknowledged the challenges of adopting and integrating AI more effectively.
“AI adoption isn’t just about the technology; it’s also about the mindset. While the numbers are encouraging, businesses still face hurdles in deploying and leveraging AI to its full potential,” Pista said.
Pista shared ArdentComm’s efforts in integrating AI into the company’s processes, noting the agency’s recent collaboration with the Public Relations Society of the Philippines (PRSP) on the “AI Masterclass in PR & Communications: A Certification Workshop on ChatGPT Strategic Integration.” This initiative, which attracted more than 100 participants from brands, agencies and universities within two weeks, tackled how to navigate ChatGPT to ensure effective use.
Pista also touched on the agency’s use of generative AI in creating promotional materials such as videos for Global Alliance’s #NextInLine Student and Young Practitioner’s Month 2024 and marketing assets for Skyro, a Filipino fintech brand. The projects combined AI efficiency with human oversight, blending tools such as Adobe After Effects and strategic prompt engineering to deliver high-impact results.
“This merging of human creativity and AI efficiency proved invaluable in meeting the project’s demands. However powerful AI is as a tool, it is not a substitute for human creativity, judgment and emotional intelligence,” she added.
Building consumer trust in the AI era
Pista emphasized the value of building digital trust as AI becomes more integrated into marketing and communications. She pointed to a 2022 McKinsey survey that revealed that companies prioritizing digital trust see at least a 10 percent annual growth in their gross and net profits.
She also noted the three pillars from the survey for building trust in AI-driven industries:
Transparency and clarity — Consumers prioritize knowing how their data will be used and expect clear, accessible policies about privacy and AI practices.
Data protection — Ensuring robust protection of consumer data is critical. Many customers will stop engaging with companies that fail to safeguard their information.
Ethical reputation — Businesses with strong digital trust often maintain competitive advantages and foster stronger customer loyalty.
“The success of AI hinges on responsible human use. Transparency, ethical practices and robust data protection are essential to creating a trustworthy marketing landscape,” Pista added.
Moving forward, Pista urged communication practitioners to embrace AI as a tool for innovation and growth in an increasingly dynamic market. By tailoring strategies to meet evolving consumer needs, professionals can leverage AI to enhance brand management and create meaningful connections with audiences.
“The true success of AI lies in its ability to enhance human experiences while respecting autonomy and amplifying collaboration. AI thrives when it serves as a transparent, ethical and customer-centric tool that complements human creativity,” Pista concluded.
