MERALCO Vice President and head of Corporate Communications Joe Zaldarriaga urged communications professionals to capitalize on their transformative power to leverage data and artificial intelligence (AI) with a strong sense of responsibility and ethics in adapting to the fast-evolving industry landscape.

Zaldarriaga, who also 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.