Generative AI has arrived in the Philippines with a loud bang. It has swept into our schools, infiltrated our workplaces, and redefined how creativity, productivity, and intelligence can be augmented by machines. According to a 2024 study by HAVAS Ortega, a staggering 89% of Filipinos surveyed have already used generative AI at work or school. Among Gen Zs, the adoption is even more pronounced at 92%. These suggest that usage of GenAI no longer fringe experiments; they are mainstream behaviors.

Filipinos are not just using generative AI; they are embracing it with wide-eyed curiosity and interest. Nearly 8 in 10 (79%) say they are amazed by the possibilities this new technology offers. And rightly so. From streamlining office reports and automating code to generating artworks, lesson plans, and even startup business models, the generative AI toolkit has quickly become indispensable for a growing number of Filipinos.

But with rapid adoption comes the responsibility to ask: What does this mean for all of us?

The Inevitable Future And Its Uneven Terrain

The pace at which generative AI is evolving suggests that 2025 will show even higher numbers of usage and engagement amongst Filipinos. This is no passing trend. Generative AI is not simply a new app or feature; it is a paradigm shift. Its implications will be far-reaching, touching every industry, every school, every community.

Yet for all the promise, there is also worry. About 45% of Filipinos fear that generative AI will lead to job losses. The same percentage are concerned that the technology could deepen social and economic divides in an already socioeconomically divided country. More alarmingly, 60% are concerned that GenAI itself will create a new digital divide — one between those who understand and can harness AI, and those who cannot.

This concern is valid. Without inclusive access, education, and policy safeguards, generative AI may unintentionally widen existing gaps in opportunity and power.

No One Should Be Left Behind

We are standing at a critical crossroad. As a society, we must be more than just amazed; must also be thoughtful. We must ask not only “what can AI do?” but also “who gets to benefit from it?” If generative AI is to contribute to the betterment of Filipino lives, then its gains must be felt broadly and equitably — not just by tech-savvy students, financially privileged families, or well-resourced companies, but by public school teachers, sari-sari store owners, and barangay health workers.

This means investing now in AI literacy programs. It means supporting small businesses with accessible AI tools. It means equipping our educators and policy-makers with a deep understanding of the technology and its impacts on society and economy, so they can help guide its use responsibly.

Planning for the Mainstream

Generative AI is already crossing over from niche innovation to being a part of our societal fabric. Its integration into industries such as education, marketing, agriculture, customer service, and public governance is no longer theoretical. As early as now, we must plan for how generative AI becomes deeply ingrained even more in our lives and in our society. This requires multi-sector collaboration withtech companies, educators, regulators, civil society, and everyday citizens working together.

The Philippines has a chance to not only adopt AI, but to shape how it serves our collective future.

The challenge and the opportunity is clear: Will we let generative AI deepen the divides in our society, or will we rise to the occasion and use it to build a more inclusive, empowered, and imaginative nation?