Rapid AI adoption shifting PHL workplace focus to human-centered value

PHILIPPINE ORGANIZATIONS are increasingly prioritizing artificial intelligence (AI) literacy as focus shifts from mere productivity to value-driven, human-centered outcomes.

“There are a lot of factors that organizations really look at in terms of adopting AI, but what we do know is that 36% of organizations as of the first quarter of the year have already embedded AI tools in their workflows. What this means is that their needs for talent are now continuously evolving,” Jobstreet by SEEK Philippines Managing Director Dannah Majarocon said during a fireside chat at the HP Elevate 2026 summit held on Thursday.

Ms. Majarocon noted a significant shift in organizational behavior, with 36% of organizations embedding AI tools into their workflows, increasing the need for tech-literate talents.

“We see that 72% of organizations are now looking for a level of AI knowledge when they start recruiting people,” she said, emphasizing that AI serves to augment rather than to replace human roles.

By automating functions like tabulating recruitment processes and generating client pitch decks out of raw data, employees can shift towards “value-adding conversations” and more effective execution in their everyday work.

The idea of performance is also transforming as HP Inc. Philippines Managing Director Ida Evina Ong-Co said businesses are moving away from traditional metrics like attendance.

“The conversation now is beyond forwarding work, but actually what work delivers in terms of the outcomes that they can produce, the value of work that they can produce,” Ms. Ong-Co said.

She said successful AI adoption requires a “business-first” approach instead of a technology-first approach, adding that companies must also prioritize endpoint security, governance, and how employees can be confident about using AI tools.

In the creative and digital marketing space, Digital Marketing Association of the Philippines President Miko David said the emergence of AI technologies is helping new generations harness more skills.

“I think the young talent that we find in these different companies are getting trained to ask better questions, and then the leaders that are now managing them are asking even harder questions for the team,” Mr. David said.

He added that the benefits of AI are going beyond corporations to freelancers and micro, small, and medium-sized enterprises, with many small businesses already using generative AI tools like ChatGPT for social media advertisements.

“It’s making themselves very cross-fluid on many aspects to be able to supply different things,” he said.

The industry leaders added that an inclination towards continuous learning and adaptability are essential traits for the modern workforce faced with the rapid development of technologies like AI. — Juliana Chloe A. Gonzales