Ethical AI Revolution: UPLB Summit Inspires Responsibility

Ethical AI Revolution: UPLB Summit Inspires Responsibility
Defending Truth in the Age of AI

Artificial intelligence is reshaping the way Filipinos share and consume information. But amid this revolution lies a pressing question: who ensures truth prevails? This critical issue was at the heart of the recent summit, “The Power of Communications,” hosted by the University of the Philippines Los Baños (UPLB).

Ana Pista, CEO of Ardent Communications (ArdentComm), and Hemant Gaule, co-founder of the AI Centre of Excellence (ACE), led the charge in urging students to become the stewards of responsible storytelling. Their message was clear: the rise of AI brings immense opportunities but also ethical challenges that demand immediate action.
“We are at a pivotal moment,” Pista emphasized. “The next generation of communicators must have the tools and the moral compass to navigate this complex landscape.”

Battling Misinformation and Bridging the AI Skills Gap

In a country where 68% of Filipinos admit difficulty identifying fake news online, according to Pulse Asia Research, the need for ethical communication practices has never been greater. The erosion of public trust in reliable information underscores the urgency of addressing misinformation.

Adding to this challenge is the Philippine communications industry’s growing AI skills gap. A recent industry report revealed a 35% increase in demand for AI-related communication skills over the past year. For Pista, this underscores why the conversation needs to start with students.

“We chose to bring this conversation to students first,” Pista explained. “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.”

The Role of AI as a Collaborative Tool

Hemant Gaule, Director of the School of Communications & Reputations (SCoRe), stressed the importance of moving beyond just adopting AI tools. Instead, he advocated for developing frameworks for their responsible use.

“Treat AI like a very capable intern,” Gaule explained. “Give it references, instructions, and feedback, and it will be able to recognize patterns. But remember, we need to guide AI, not be guided by it.”

This approach not only ensures ethical implementation but also highlights how AI can augment human decision-making rather than replace it.

The Threat to Democracy

While the digital era has connected millions, it has also spawned a darker reality: the proliferation of misinformation and disinformation. In the Philippines, this problem extends beyond social media chatter—it threatens democracy itself.

Experts from the University of the Philippines Diliman (UPD) have sounded the alarm. Professor Clarissa David distinguished between misinformation (unintentional inaccuracies) and disinformation (deliberate manipulation). Associate Professor Danilo Arao stressed the importance of journalistic accountability, while Professor Rachel Khan highlighted the role of verification tools.

With over 90 million social media users—equivalent to 78% of the population—as of early 2025, the scale of this issue is immense. Social media platforms have become the primary battlefield for truth, where legitimate voices often struggle against the noise of fake accounts and distorted narratives.

“The horrible thing about fake news is it also undermines democracy,” Khan warned. Fake accounts silence authentic voices, while disinformation manipulates emotions, eroding trust and reshaping political discourse.

Building Bridges Through Education

To address these challenges, ACE is democratizing access to emerging knowledge. By offering workshops free of charge, such as the impactful UPLB session, they aim to empower a diverse audience of future communicators.

“We’re not just sharing knowledge—we’re opening doors,” said Pista. The event, which trended on social media under #AIEthicsPH, set the stage for the next ACE workshop titled “Power of AI for Communications and Beyond,” happening on May 5 and 6 in Makati.

A Call to Action

The UPLB summit served as both a wake-up call and a beacon of hope. It challenged students to take ownership of ethical communication and embrace AI as a tool for collaboration, not division. By fostering a new generation equipped to counter misinformation and harness AI responsibly, it provided a roadmap for safeguarding democratic discourse in the digital age.
As Ana Pista aptly put it, “This is not just about skills; it’s about responsibility. The future of truth lies in how we choose to act today.”