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August 27, 2024

GenAI and sustainability: a pathway for audiences in the Philippines and Southeast Asia

As Southeast Asia embraces the transformative potential of Generative AI (GenAI), the Philippines is at the forefront of integrating this technology to drive sustainability and economic growth. We explore the dual narratives of innovation and ethical challenges surrounding GenAI, highlighting its role in reshaping industries, empowering communities, and promoting inclusive development across the region. However, it’s imperative for these sectors to understand the sentiment on ground and if the initiatives are truly benefitting audiences for their better integration into society.

The sustainability connection: AI as a catalyst for change

GenAI holds immense potential to support sustainability by driving efficiency and reducing environmental impacts. Tools like Lenovo’s Intelligent Sustainability Solutions Advisor (LISSA) demonstrate how AI can guide businesses toward environmentally conscious decisions, including minimizing carbon emissions. These innovations reflect a broader trend in Southeast Asia, where technology is increasingly aligned with sustainability goals to create lasting environmental benefits​.

Curiosity meets caution: navigating GenAI adoption

Interest in AI is surging in the Philippines, with the nation ranking third globally in AI-related searches. Filipinos recognize the economic opportunities GenAI presents, from financial inclusion to enhanced healthcare services. However, this enthusiasm is tempered by concerns about regulation, ethics, and responsible usage. Such discussions emphasize the importance of addressing public apprehensions to ensure the responsible deployment of GenAI​.

As GenAI adoption grows, so do ethical challenges, particularly around misinformation. Incidents like deepfake videos eroding trust in institutions underline the urgent need for stringent policies. Creative industries also face dilemmas around intellectual property rights, as AI-generated content challenges traditional notions of ownership.

​

Empowering women in AI: bridging the gender gap

AI adoption presents an opportunity to enhance gender diversity in leadership roles, particularly in fields like financial services and technology. However, a study by IBM Philippines reveals that women are less likely to see GenAI as a career-advancing tool compared to men. Addressing this disparity through education, male allyship, and targeted initiatives can empower women to take leadership roles and shape the future of AI adoption​.

Building a Sustainable Future with GenAI

Companies like Tonik and Aboitiz Data Innovation exemplify how AI can be strategically integrated to optimize operations and promote sustainability. Tonik uses GenAI to enhance customer service efficiency, while Aboitiz leverages data-driven insights to boost financial and industrial innovations. These case studies highlight the role of corporate leadership in ensuring that AI adoption aligns with broader sustainability goals​.


The Philippines’ journey with GenAI reflects the broader challenges and opportunities facing Southeast Asia. By addressing ethical concerns, and prioritizing inclusivity, the region can harness AI to drive sustainable development. GenAI can become a cornerstone of Southeast Asia’s push toward a greener, more equitable future.

Want to catch up to our latest insights and reports? Contact nikita.gundala@isentia.com to learn more.

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Blog
The fundamentals of stakeholder strategy

A practical guide to tailored stakeholder management, offering strategies and tools to identify, map, and nurture relationships.

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Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters.

In too many organisations, relationship management is still built around tools designed for customer sales. CRM systems, built for structured pipelines and linear user journeys, have long been the default for managing contact databases. They work well for sales and customer service functions. But for communications professionals managing journalists, political offices, internal leaders and external advocates, these tools often fall short.

Stakeholder relationships don’t follow a straight line. They change depending on context, shaped by policy shifts, public sentiment, media narratives or crisis response. A stakeholder may be supportive one week and critical the next. They often hold more than one role, and their influence doesn’t fit neatly into a funnel or metric.

Managing these relationships requires more than contact management. It requires context. The ability to see not just who you spoke to, but why, and what happened next. Communications teams need shared visibility across issues and departments. As reporting expectations grow, that information must be searchable, secure and aligned with wider organisational goals.

What’s often missing is infrastructure. Without the right systems, strategic relationship management becomes fragmented or reactive. Sometimes it becomes invisible altogether.

This is where Stakeholder Relationship Management (SRM) enters the conversation. Not as a new acronym, but as a different way of thinking about influence.

At Isentia, we’ve seen how a purpose-built SRM platform can help communications teams navigate complexity more confidently. Ours offers a secure, centralised space to log and track every interaction, whether it’s a media enquiry, a ministerial meeting, or a community update, and link it to your team’s broader communications activity.

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SRM vs CRM: which is right for PR & Comms teams?

Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters. In too many organisations, relationship management is still built around tools designed for […]

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