Ana Pista, the founder and CEO of Ardent Communications (ArdentComm), is issuing a call to action for PR and marketing professionals, as well as communication students: embrace the power of artificial intelligence.
Speaking at the UP College of Mass Communication’s “Caring for CMC, Conversations 2025” event last February 19, Pista championed the strategic integration of AI in public relations, emphasizing its crucial role in navigating the evolving media landscape.
The event, designed to foster dialogue and explore future possibilities in media and research, brought together students, academics, media professionals, and industry leaders.
During a dynamic panel discussion on Research, Data, and Analytics, Pista, alongside other industry experts, highlighted how data-driven insights, amplified by AI tools, are reshaping the way campaigns and narratives are being crafted and told.
The power of data at work
The panelists, which included 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, shared real-world examples of how data is transforming their respective organizations.
Delos Reyes from Metrobank highlighted the increased accessibility of data and the shift towards 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.”
Pista, for her part, shared that at ArdentComm, research and data are not just a starting point, but a continuous thread woven throughout the entire process. “We start with research and end with more research,” she said. “Everything you do, especially in PR, should be backed up by data.”
She proceeded by sharing a compelling anecdote illustrating the power of AI-driven social listening and sentiment analysis. When a client information was inadvertently leaked, potentially jeopardizing an official announcement, ArdentComm leveraged AI tools to gauge public reaction.
Surprisingly, the analysis revealed excitement rather than outrage, ultimately 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, the moderator of the session.
AI in the workplace: is it a good fit?
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 specific tools used.
Pista added that proficiency in using AI tools is essential, as professionals are increasingly being measured by data-backed results. “If what we say is backed by data,” she asserted, “our decisions are less likely to be questioned.”
When asked how to upskill, Mr. 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 Ms. Delos Reyes, the moderator.
Playing catch-up with AI
Pista recounted her experiences at the World Public Relations Forum 2024, where communication professionals from around the world grappled with the same question: 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.
Despite these differences, 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 over 20 different tools, ensuring our clients receive the most effective data-driven strategies for their campaigns.”
Pista concluded, “We’re committed to staying at the forefront of innovation, ensuring our clients benefit from the transformative potential of AI.”
