MANILA, PHILIPPINES — As Generative AI quickly transforms industries and everyday life, Filipino Prosumers – those at the forefront of technological adoption – are voicing a major sentiment: while embracing AI is essential, retaining a human touch is equally vital.
A recent survey by HAVAS Ortega reveals that these tech-savvy individuals, representing 15-20% of the population, prioritize a balance between innovation and human-centric practices. They acknowledge the revolutionary potential of AI while expressing deep concerns about its societal implications.
The dual nature of AI’s impact
CEO of HAVAS Ortega
The excitement surrounding AI is evident, with 94% of Filipino Prosumers recognizing its ability to transform things in multitude of ways. Around 86% believe it can enhance productivity at work and school. Yet, this enthusiasm is tempered by anxiety with nearly half (49%) foresee job losses due to AI advancements, and 52% worrying that AI may eventually surpass human intelligence.
Jos Ortega, Chairman and CEO of HAVAS Ortega, highlighted this dichotomy, stating, “AI is becoming an integral part of our lives, influencing everything from how we work to how we access information. However, as we embrace this technology, we must also confront the tough questions about its impact on our values and humanity.”
A call for human-centric AI solutions
The findings from HAVAS Ortega emphasize the need for brands to integrate AI in ways that prioritize human needs. Filipino Prosumers envision a future that is inclusive, ethical, and respectful of individual rights. A significant 68% express concerns that AI could widen the digital divide, potentially leaving behind those without access to advanced technologies.
Furthermore, many Prosumers (47%) worry about the ethical implications of AI, fearing it could restrict personal autonomy. A striking 43% are concerned about constant surveillance and the unauthorized collection of personal data.
These sentiments create an interesting opportunity for brands to step up and take a responsible approach to AI implementation. “Brands must not merely adopt AI technologies; they should also champion equitable use that serves everyone, rather than exacerbating existing divides,” said Jos.
Humanity as a competitive advantage
With the world going more digital, Filipino Prosumers are gravitating towards brands that maintain a sense of humanity. Despite the growing reliance on AI tools, 80% still prefer human interaction over AI for customer service. This preference highlights a fundamental truth that while technology can streamline processes, it cannot replicate the understanding and warmth of genuine human connection.
For organizations, this reality presents both a challenge and an opportunity. Those that can effectively combine AI’s efficiency with personal engagement will distinguish themselves in the market. “In the face of rapid technological change, preserving our humanity isn’t just important, it’s a competitive advantage. Brands that prioritize human connection will foster trust and loyalty among their customers,” added Jos.
As companies navigate the complexities of AI, ethical considerations are of extreme importance. As the world moves toward AI revolution, the message from Filipino Prosumers is clear: technology may evolve, but the heart of business should remain human.
