The rising adoption of AI in the country’s communications industry is reshaping PR work. But it calls attention to a growing concern — the rise of AI-fueled misinformation and disinformation.
At the recent summit on AI titled “The Power of Communications” held at the University of the Philippines Los Banos (UPLB), co-founders of the AI Centre of Excellence (ACE) Ana Pista and Hemant Gaule challenged students to be vanguards of responsible communication toward addressing a critical skills gap and the growing threat to democratic discourse.
Pista, CEO of Ardent Communications (ArdentComm), emphasized to the students — and the entire Philippine PR and communications industry by extension — the urgent need to understand and address ethical responsibilities in an increasingly digital and AI-driven world.
“We are at a pivotal moment. 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,” Pista stated.
The rising tide of misinformation and AI skills gap
Pista’s message underscored the alarming prevalence of misinformation in the Philippines. A recent study by Pulse Asia Research, Inc. revealed 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.
Furthermore, the Philippine communications industry 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.”
Gaule, who is also director of the School of Communications & Reputations (SCoRe), emphasized the need for students to see AI as a collaborative tool, not as a replacement for human judgment.
He said, “We need to move beyond simply adopting AI tools and focus on developing a framework for responsible implementation.”
“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,” Gaule added.
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 isn’t just online chatter; it’s a direct threat to democracy.
Communication experts warned the erosion of trust in credible information, [1] coupled with the manipulation of public opinion, is silencing legitimate voices and skewing the nation’s political landscape.
Professor Clarissa David of the UP College of Mass Communication had previously noted the distinction 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.
According to these experts, the battleground is social media, where more than 90 million Filipinos are active, according to the Digital Report 2025 by We are Social and Meltwater. Ninety-five percent of these use Facebook.
Building bridges and opening doors
ACE offers the workshop free of charge. By doing so, it aims to democratize access to emerging knowledge. “We’re not just sharing knowledge. We’re opening doors,” Pista declared, emphasizing ACE’s commitment to inclusivity.
Ultimately, experts call for a collaborative effort among media scholars, practitioners and the public to navigate the digital landscape and protect the integrity of information toward safeguarding Philippine democracy.
The session at UPLB generated significant social media buzz with the hashtag #AIEthicsPH. The second round of the ACE workshop, “The Power of AI for Communications and Beyond,” held in Makati will have a repeat in May.
To know more about the upcoming AI workshop, visit www.centreofexcellence.ai. Stay tuned for more updates on the upcoming second round of “The Power of AI for Communications and Beyond” Makati workshop.
[1] “The Problem with Fake News,” https://up.edu.ph/the-problem-with-fake-news-up-experts-speak-on-the-impact-of-disinformation-on-politics-society-and-democracy/
