00:00Ngayon, halos lahat ng industriya ay nakikisabay na sa paggamit ng teknolohiya,
00:04lalo na pagdating sa Artificial Intelligence o AI.
00:08Ako, totoo yan, Joshua.
00:09Kami lang ang advertising and marketing industry sa mga unti-unting binabago nito.
00:14Kaya sa ating media and information literacy discussion ngayong araw,
00:19pag-uusapan natin ang nangyayari digital transformation sa advertising industry.
00:23Matuto at maging updated pagdating sa teknolohiya dito sa MIL 101.
00:36Kasama po natin live ang chairwoman, founder at CEO ng Immensity Group Business Development Service Corporation
00:43at isang marketing expert na si Kristen Sheen and Lile.
00:48At kasama rin po natin ang kanilang VP for AI and Innovation na si Jerome Ferrer.
00:53Magandang umaga, Ma'am Kristen and Sir Jerome.
00:57Hi, folks.
00:58Good morning.
00:59Thank you for having us.
01:00Magandang umaga po.
01:02Magandang umaga po.
01:04Para po kayo, Ma'am Kristen, ito po yung tanong po namin.
01:07Kumusta po ba yung advertising industry po natin ngayon?
01:10May mga pagbabago po ba o mga trend po?
01:15Hindi madami pa yung pagbabago sa advertising industry ngayon.
01:19The industry, not just in advertising, but across industry, I believe, is continuously adapting to new technologies and innovations such
01:28as artificial intelligence.
01:29Magandang umaga din po tayong mga advents na sinusundan ngayon, which is mostly coming from Western countries, changes in creatives,
01:40changes in how we are advertising our grants and services.
01:46Na sinusundan po po ng mga kababayan natin po sa bullet leads.
01:49Sir Jerome po, ngayon, sir, marami na gumagamit ng artificial intelligence o AI.
01:56Lalo na sa mga product shots na, alam mo yun, imbis na actual product shoot yung ginagawa, AI na lang
02:02ang ginagamit.
02:03So, paano po nito binabago ang paggawa ng ads from your perspective po?
02:08Oo, sir, tama kayo.
02:10So, kung dati kasi puro manual from thinking of creatives, you know, sabi mo nga shooting manually, pagpunta sa mga
02:18studio shoot, some creatives, mula thinking of concepts, hiring people to have a perfect advertisement.
02:25And, of course, kailangan ng mas makalaking budget dyan. Pero ngayon, kaya na siyang gawin ng ilang props, no, from
02:31choosing your background, having the contents ready in a few minutes, choosing your own lighting, kung anong gusto mong lighting,
02:38no, and hanggang sa pagpublish, kaya ang gawin ng isang tao or sinasabi natin yung one month team, no.
02:43So, in a few clicks lang, kaya na din na hanggang pagpublish na siya.
02:47So, pa-conclude lang kung dati manual ang pag-research, kung alin yung best advertisement, yung gumagana.
02:53So, na, ngayon, few clicks lang. Kaya ka bigyan ng data kung alin yung best ads na gumagana sa industry
02:59mo.
02:59Wow.
02:59Okay.
03:01Kay Ma'am Kristen po, what are the effects po kaya na itong AI natin?
03:06Especially po doon sa mga, of course, kasi siyempre affected na, diba, yung mga tao na nagsushoot, yung mga talagang
03:12nandun talaga dapat.
03:14Pero ngayon, kasi pindot-pindot na lang. So, ano bang efekto po nito doon sa mga workers po natin?
03:20Sa mga workers po natin, I know na nagkakaroon ng fear na baka mapalatan sila or ma-rephrase yung job
03:29nila ng AI.
03:30Actually, we are, in our industry, I'm here to clear that fear.
03:35We are not being replaced. We are instead being supercharged by AI.
03:39So, for example, if I were a photographer or a videographer, instead of gumagawa ako manually ng shot list ko,
03:48kung ano ba yung usual na hours and hours of planning for production,
03:53I can be heavily assisted by AI from mapping out the design of the set, mapping out the schedule, the
04:00run sheet, everything for...
04:03Sa mga posters naman po natin, ito po yung, I think, pino ka na supercharged talaga.
04:09From the market research, magising mula po doon, from creating mga ideas din para sa mga media planners natin,
04:17madami din po tayo ng mga creatives.
04:19At po, instead ng mag...
04:21Dati po kasi nag-photoshoot pa tayo ng mga models.
04:24Ngayon, instead na yun na po ang pinag-aaralan, pinag-aaralan po,
04:28sinuturo na po natin sa mga creatives natin in multi-media kung paano po mag-generate pang super realistic na
04:36photos and videos.
04:39Tapos, maaari na rin gamitin social media sa mga materials for presentation para sa kaliente.
04:46And sometimes commercials, maikita niya rin po.
04:48Meron rin po tayong mga...
04:50Before, we used to call it CGI.
04:52Ngayon po, it's AI po yung mas tamilang ng mga tao.
04:56So, ngayon, mas nare-refy pa po siya.
04:59Dati nakikita niya pa po yung madaming, madaming, madaming, madaming, madaming konti.
05:06Makikita niya yung konti, for example, di ba dati,
05:09pag pinasok ang photo, kunyari sa movie or sa commercial, di ba mahalata pa po yung pagpasok.
05:16Ngayon po, mga 80% na lang mahalata pa din kahit pa paano.
05:19Pero we are jumping at the very fast pace from the past few years.
05:25Ngayon po, halos na pinagpahalata ni AI yung binat.
05:27And we have direct effects po for advertising.
05:30Okay.
05:32Well, for Sir Jerome po, sa inyong obserbasyon,
05:35mas napapadali ba ng AI ang trabaho ng mga creative professionals?
05:40Kasi ngayon sa online, nakikita natin sa social media.
05:43Yes.
05:43Pinapakita na yung mga BTS, mga product shoots,
05:46na dati gumagamit pa ng macro cameras.
05:49So, may kaibahan ba yun yung actual o manual shoot
05:52compared doon sa AI generated?
05:54Sa quality.
05:59Sa akin, Sir, I agree sa sinabi ni EZ.
06:03Hindi naman napapalitan ng AI yung trabaho ng mga creative professionals.
06:07Dahil syempre, iba pa rin yung critical thinking.
06:10Sabi mo nga yung macro shoots,
06:11iba pa rin kung paano humawak ng camera yung totoong tao,
06:15yung decision making ng real human.
06:17It's just that AI can efficiently help you do your job as creative professionals.
06:23Gaya na lang kanina, before ako pumasok dito,
06:26I was able to create a working website,
06:29a landing page for our business.
06:30Ginawa ko siya in two hours na kung dati you need to hire web developers
06:37and all that budget na kailangan mong ipigay.
06:42Right now, it's already working within one to two hours lang.
06:46So, hindi naman talaga direkta na pinapalitan ng AI yung trabaho ng mga creative professionals.
06:51Mas pinapadali lang at mas pinapaganda.
06:54Sabi nga ni EZ, sino supercharge po ng AI yung mga critical thinking ng mga creatives natin.
07:02Okay.
07:03So, ito naman po for Ma'am Kristen again.
07:05Pagdating naman po sa ethical concerns,
07:08ano po ba yung mga dapat bantayan sa paggamit po ng AI sa advertising?
07:14For ethical concerns, I truly believe this is a shared responsibility
07:19across us, the consumers, and the users.
07:22And of course, the platforms that we are using this in.
07:26Not just the social media.
07:28Hindi lang po yung social media.
07:29Pagdating po yung mga small tools.
07:31For example, if you're using GPT, Canva, Gemini, Cloud,
07:36and lahat po ng mga AI platforms.
07:39Shared responsibility po ito.
07:40So, yun po yung number one na doon sabihin yan.
07:43Ikalawa, isipin nyo po,
07:46lahat po ng AI,
07:48kailangan nag-user.
07:50So, para po siyang kotse,
07:51kahit anong update mo ng kotse,
07:54nasa pagmamaneho pa din po yun,
07:56nasa nagmamaneho pa rin po yun.
07:58Kung, tsaka po, ikaw ay gagamitin mo sa masama,
08:01for example, a kotse, ibabanggamot talaga.
08:04But, yun na yung kailangan ating bantayan is
08:06how we use the AI.
08:07So, when we use AI,
08:10nasa user and platform,
08:13kung hanggang saan po natin pa abutin,
08:16yung paggamit.
08:18And kung papaan natin siya gagamitin.
08:20So, kahit po ano upgrade ng mga tools
08:22na kikita natin ngayon,
08:23there's still a human behind that,
08:26whether this is the tool,
08:28or this is the platform,
08:29or this is the person driving the changes in AI.
08:35So, ang bantayan po talaga is the shared responsibility
08:37and how we use it.
08:39Well, Ms. Kristen,
08:40follow-up dyan sa nabanggit mo,
08:42na shared responsibility.
08:44Well, nowadays,
08:45hindi na po maiwasan na gamitin
08:47ang teknolohiya sa malimparaan.
08:49Gaya na nakikita natin sa online,
08:50social media,
08:51defake, misleading content.
08:53On your end po,
08:54paano po ninyo nasisiguro na hindi fake,
08:56yung mga ads na nakikita ng publiko?
09:01Para sa akin po,
09:03ito ay awareness talaga ang susun.
09:05So, awareness is key to all of this.
09:08It is our responsibility
09:10as the consumer of these creatives and ads
09:13and the creator of these ads
09:15to be informed.
09:17Kasi, lahat po nang,
09:19if makapansin niyo po,
09:20we have to have willingness
09:21to learn this for ourselves
09:24para po hindi tayo malok
09:26o kapag tayo po
09:28nagkoconsume
09:29yung mga ads na ito.
09:30So, yes,
09:31the advertising industry
09:32has taken
09:33a really big backlash
09:35to the past few years
09:37na na-advertising lang yan
09:40to wala pa yung AI.
09:41Ngayon na may AI na,
09:42lalong,
09:43actually po,
09:43naranggaman din po namin
09:44yung look talaga sa industry
09:46kasi nga,
09:47ang ginamita ng ano to.
09:48So,
09:48ando na po yung skeptic
09:49yung mga tao.
09:50Pero,
09:50I believe that we are
09:51very much informed
09:53and we are
09:54in this industry
09:55very well informed.
09:57Sa mga consumers po,
09:58ng mga ads na ito,
10:00maging aware din po tayo
10:02kung anong tingnan,
10:03kung anong babasahin,
10:05kung nasa ang platform,
10:06and lagi po tayo mag-check,
10:08mag-check.
10:08Yan din po ang
10:09nabako ng lahat ng tao.
10:11Kami po,
10:11before po,
10:12aming maglapas ng ads,
10:13we always do
10:14fact-checking.
10:15Para po,
10:16hindi na misleading
10:17para sa mga tabako namin
10:18na,
10:18at ilaligay namin
10:19kung hindi siya totoo.
10:21Red Coast Deep Fate naman,
10:23alam ko po
10:24mobile first
10:25ang Pilipinas.
10:26We are the social capital
10:27of the world.
10:28We are 98%
10:29on mobile,
10:29palagi.
10:31Malami pong tools,
10:32wala yan pong ways
10:33para makita po natin,
10:35nakakapag-replay na tayo
10:36in ang video,
10:36nakapag-post na tayo
10:37ng video,
10:38hindi ka po natin
10:39mag-poste
10:39and see what is that
10:40and magbasa po.
10:42Yan po yung
10:43number one
10:44na gagawin
10:44pag naakita
10:46ng ad.
10:48Pag-isip po tayo,
10:49tama ba ito,
10:50post mo ito,
10:51masahin po ito,
10:52yan.
10:53Oo,
10:54kasi maraming ngayon
10:55yung mga sa ads
10:56yung ginagamit
10:56yung face ng artista,
10:58tapos mga news anchor din
11:00na para,
11:01alam mo yung,
11:02patunayan yung isang product
11:04na hindi naman talaga
11:05nila ginagamit.
11:06Anyway,
11:07ito po,
11:07panghuli na lamang po siguro
11:08para po sa inyo pong dalawa,
11:10mensahe na lang po
11:11sa mga kabataan
11:12na gustong pumasok
11:13sa advertising industry ngayon,
11:15lalo na po sa panahon
11:16na may AI na
11:17at digital transformation.
11:22So,
11:22sa akin po,
11:23ma'am,
11:23ang may papayo ko lang
11:24sa mga kabataan
11:26na gusto pumasok
11:26sa advertising industry
11:28hanggat libre mag-aral
11:29ng AI ngayon,
11:31hanggat maraming mga
11:32libre resources
11:33at
11:35na atasa online
11:36talaga,
11:36i-maximize nila.
11:37Dahil ngayon,
11:39libre mag-aral
11:40ng AI,
11:41kumbaga self-paced
11:42learning siya
11:43para bakit pa tayo
11:44kumabak sa job interviews
11:46bago po pumasok
11:47sa mga advertising agency
11:49na gusto natin pasukan,
11:50marketing agency,
11:51we are already equipped
11:52at kaya na natin
11:53makipagsabayan
11:54dun sa mga
11:55may maraming
11:57na experiences.
11:58And also,
11:59just be responsible
12:00for using AI,
12:02no?
12:02So,
12:02gamitin natin siya
12:03ng tama
12:03at
12:05gamitin natin siya
12:06sa
12:07ikabubuti
12:08ng
12:08ating
12:09lipunan.
12:12No,
12:13Kristen?
12:13Thank you,
12:14Sir Jerome.
12:15Para sa akin naman po,
12:17ito lagi po po itong sinasabi
12:18and hindi lang po ito
12:19para sa mga brands
12:20na nakaka-work namin,
12:22exceptional brands
12:23and companies
12:24are considerate.
12:26I believe
12:27hindi naman po
12:28nagpabago ito.
12:29So,
12:30kahit pasukan nalang
12:31advertising industry
12:32or any related industry
12:34in advertising
12:35and marketing,
12:36if you are
12:36as a person
12:37very considerate
12:38doon sa
12:39ginagawa mo na
12:40beyond being
12:41responsible,
12:42if you are
12:43considerate
12:43in the information
12:44and how you use
12:45AI,
12:46then hindi ka naman
12:47ni-stare away
12:48nung philosophy
12:49na yun.
12:50Magbigay ka ng
12:51considerasyon
12:52sa maakita,
12:53sa makatrabaho mo,
12:54magbigay ka ng
12:55considerasyon
12:55para sa
12:56paggawa mo
12:57and yung
12:58philosophy na yun
13:00will guide you
13:00all throughout
13:01pagpasok sa industry.
13:03Yes,
13:03it's very tempting
13:04na gamit ka ng AI,
13:06paita mo yung skill mo
13:07pero beyond that,
13:08you still have to be
13:09responsible
13:10and considerate.
13:12Yan.
13:13Sabi nga,
13:13huwag tayong magpagamit
13:15sa AI,
13:15tayong gumamit sa AI.
13:16Yes, correct.
13:17On that note,
13:17marami-marami salamat po
13:18sa Jerome Ferrer
13:19at Ma'am Kristen
13:20and Rile
13:21sa mga informasyong
13:21inyong ibinahagi sa amin.
13:23Thank you so much, Ma'am.
13:25Thank you so much, Ma'am.
13:26Thank you so much, Ma'am.
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