As industries worldwide grapple with the rise of artificial intelligence, the question remains: is AI replacing jobs or empowering workers to excel?
Ana Pista, the founder and CEO of Ardent Communications (ArdentComm), tackled this critical issue in her speech, “Mastering Marketing for Tomorrow: How AI and Consumer Insights Shape Success” at the LSPR Institute of Communication and Business in Indonesia on November 29, 2024.
Speaking to over 200 aspiring communication professionals, Pista shared actionable insights on harnessing AI to future-proof careers and transform the communications field.
AI adoption: A growing opportunity with persistent challenges
Pista cited findings from the Cisco 2024 AI Readiness Index, which revealed that 22% of organizations in the Philippines are fully AI-ready — a 17% increase from the previous year. Despite this progress, she acknowledged the challenges of adopting and integrating AI more effectively.
“AI adoption isn’t just about technology; it’s about mindset. While the numbers are encouraging, businesses still face hurdles in deploying and leveraging AI to its full potential,” Pista said.
Pista highlighted ArdentComm’s strides in integrating AI into communications, including 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 attracted over 100 participants from brands, agencies, and universities within two weeks, underscoring the growing demand for AI-driven strategies.
Pista also showcased 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 like Adobe After Effects and strategic prompt engineering to deliver high-impact results.
“This collaboration of human creativity and AI efficiency proved invaluable for meeting the project’s demands,” Pista shared. “However powerful AI is as a tool, it is not a substitute for human creativity, judgment, and emotional intelligence,” she warned.
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 McKinsey survey, which revealed that companies prioritizing digital trust see at least a 10% annual growth in their gross and net profits.
She also outlined three pillars 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 utilization,” Pista said. “Transparency, ethical practices, and robust data protection are essential to creating a trustworthy marketing landscape.”
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,” Pista concluded. “AI thrives when it serves as a transparent, ethical, and customer-centric tool that complements human creativity.”
