As artificial intelligence continues to redefine global communication, Filipina public relations leader Ana Pista is calling for a more ethical and human-centered approach to technology use in storytelling.
Pista, who serves as Director of the Global Alliance for Public Relations and Communication Management (GA) and Chair for Student and Young Practitioners (SYP) Month 2025, led the worldwide celebration under the banner of #NextInLine, a month-long initiative empowering students and young professionals to explore AI, trust, and strategic storytelling in modern communication.
Themed “Communication Can Change the World,” this year’s SYP Month brought together emerging communicators, educators, and global thought leaders through a series of webinars, forums, and competitions across GA’s six regions — all focused on promoting responsible innovation and purpose-driven communication.
Filipinos take the lead in global conversations
The Philippines was well represented throughout the SYP Month activities, with Filipino communication leaders joining peers from around the world to tackle practical challenges of AI in storytelling, as well as in shaping conversations around ethics, technology, and the future of professional communication.
Audience Photo and Group Photo during the Rocket Forums
During the Rocket Forums, Pista delivered a keynote address on Responsible Communication in AI to students in South Africa, emphasizing integrity, empathy, and accountability in the age of digital transformation.
Other Filipino practitioners also made their mark at the #NextInLine Hero Web Conference 2025, the flagship event of SYP Month. Norman Agatep, APR, President and CEO of Grupo Agatep and PRSP Vice President–External Affairs; Steve Dailisan, Spokesperson and Country Head of Communications and Corporate Affairs at AirAsia; and Patricia Malay, now based in Singapore, joined a global panel of respected experts including Adrian Cropley (Australia), Alex Sévigny, PhD, APR (Canada), Bonnie Caver (USA), and others.
AI, ethics, and the future of storytelling
Speakers underscored that even as technology transforms communication, the profession remains deeply human-centered. They pointed out that AI should be seen not as a replacement for empathy and ethics but as a tool for collaboration and social good. “AI gives us speed and scale, but it’s empathy and ethics that give communication its soul,” said Pista. “Young practitioners must learn to balance both.”
Recognizing tomorrow’s changemakers
The Global Alliance also launched the #NextInLine Changemakers’ Recognition, an international essay competition inviting students and young practitioners to showcase how ethical, AI-driven communication can help build a more inclusive and sustainable future.
Sixty emerging leaders — ten from each of GA’s six regions — will be honored with a Global Alliance Certificate of Distinction for their creativity, leadership, and social impact.
Entries are open until November 28, 2025, for essays (250–650 words) on the theme:
“How Can AI-Driven Communication Transform the World? From Information to Impact: Reimagining the Future of Ethical, Purpose-Driven Communication.” Full details are available at bit.ly/2025ChangemakersRecognition.
Building a generation of ethical innovators
By convening communicators from across continents, SYP Month 2025 reaffirmed the Global Alliance’s mission to equip the next generation with the ethical foundations and digital fluency needed to navigate the AI era responsibly. Through initiatives like these, Pista and her fellow Filipino communicators continue to elevate the Philippines’ voice on the global stage, championing a future where innovation and integrity go hand in hand. “Technology can amplify stories,” Pista said, “but it’s values that make those stories worth telling.”
