At the forefront of the IABC Asia Pacific Fusion Conference 2025, Meralco Vice President and Head of Corporate Communications Joe R. Zaldarriaga called on communications professionals to wield emerging technologies like artificial intelligence (AI) responsibly while championing truth and social impact.
Speaking to a diverse audience of industry leaders at the EDSA Shangri-La Manila, Zaldarriaga emphasized the dual power and responsibility communicators hold in shaping public discourse. “As many of you know, combating fake news has been my long-standing advocacy within IABC Philippines—a cause that I will continue to champion for as long as I am able. We have the power and responsibility to fight for truth, integrity, and trust—fundamental pillars of our profession,” he asserted.
The two-day conference, held March 17-18, tackled pressing challenges facing the communications industry, including bridging generational gaps, overcoming organizational apathy, and managing change in a rapidly evolving digital landscape. Zaldarriaga highlighted the pivotal role of AI while cautioning against its misuse, urging practitioners to prioritize ethical considerations when leveraging technology.
Zaldarriaga pointed to Meralco’s advocacy for animal welfare as an example of how corporations can extend their influence beyond business objectives. “As communicators, we must go beyond just discussing business. We must take a stand on the issues that matter,” he urged. With AI poised to transform the communications sector, he encouraged communicators to harness innovation as a force for good while maintaining unwavering ethical standards.
The IABC Asia Pacific Fusion Conference 2025, hosted in the Philippines, convened global thought leaders to share insights and strategies for navigating the complexities of modern communication. As chair of IABC Philippines, Zaldarriaga’s leadership reinforced the critical role of communication professionals in fostering public trust and advancing meaningful causes.
As AI continues to reshape the communications landscape, how can industry leaders balance the pursuit of innovation with the responsibility to uphold truth and integrity? Tell us what you think.
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