The Public Relations Society of the Philippines (PRSP) served as knowledge partner of the San Beda Junior Marketing Association (SBJMA) for a learning session on artificial intelligence (AI), held on April 6 at San Beda University–Mendiola, Manila.
The activity, Re-AI-lity Check: Truth Behind the Prompt (Navigating the Fake, Mastering the Brand, and Upholding Bedan Integrity), brought together Bedans and students from Junior Marketing Associations (JMAs) of other universities for a no-holds-barred discussion on the use—and misuse—of AI.
Chief Sustainability and Corporate Communications Officer of Globe Telecom Yolly Crisanto, APR, delivered the keynote address, “The Age of Artificial Everything.” She urged delegates to make full disclosure when posting content or submitting outputs aided by AI.
Meanwhile, Rey Tiempo, Founder and Chief Creative Officer of Co-op Play, followed with a discussion emphasizing the importance of originality and authenticity in finding one’s voice in an increasingly synthetic landscape.
PRSP Vice President for Internal Affairs Norman Agatep, APR, and Vice President for External Affairs Ed Timbungco, APR, joined a roundtable discussion with Mr. Tiempo, technical and digital ethics advocate Bill Urrutia, and Derick Ohmar Adil, Senior Director and Head of AI and Privacy Governance at Globe Telecom. The panel highlighted diverse perspectives on navigating truth, ethics, and innovation in an AI-powered landscape.
In the afternoon, Manny Gonzales, Head and Strategy Director of Ogilvy Consulting Philippines, led an interactive session on crafting smarter prompts to achieve more accurate and meaningful results when using AI. (With reports from Carlito Apostol, PRSP intern.)