Meaningful impact.

Manila Electric Company vice president and head of corporate communications Joe Zaldarriaga urges communications professionals to capitalize on their transformative power to leverage data and artificial intelligence (AI) with strong sense of responsibility and ethics in adopting to the fast-evolving industry landscape. In his welcome address during the IABC Asia Pacific Fusion Conference 2025 in Mandaluyong City, Zaldarriaga, who serves as the IABC Philippines chairman, acknowledged AI’s potential to revolutionize the communications industry but emphasized the responsibility of communicators to uphold truth and integrity, particularly in combating the spread of misinformation and fake news.