‘The time to act is now’ Cebu business leaders warn: Adopt AI or risk losing out

CEBU, Philippines — As artificial intelligence (AI) accelerates its disruption of industries worldwide, business leaders in Cebu have been urged to move decisively or risk being rendered obsolete.

This stark message emerged from the “Technology and Innovation Forum,” a centerpiece of the 29th Cebu Business Month (CBM 2025), hosted by the Cebu Chamber of Commerce and Industry (CCCI) at Marco Polo Plaza Cebu.

The forum convened policymakers, C-suite executives, and digital economy stakeholders for a full-day dialogue on the risks and rewards of emerging technologies.

Speakers highlighted what they called the “digital ABCs”—AI, blockchain, and cybersecurity—as both existential threats and unprecedented opportunities for Philippine enterprises seeking to scale in a rapidly evolving global economy.

“We must amplify our senses,” said CCCI President Jay Yuvallos.

“Technology must be seen, heard, and felt—and ultimately, humanized.”

While acknowledging public concern over job displacement, particularly within the IT-BPM sector, Yuvallos called for a shift in focus toward high-value employment and foreign direct investment. “We have what it takes. We have the talent.”

John Rubio, Chief Strategy Officer of Aboitiz Equity Ventures, delivered a blunt assessment: “AI is no longer optional. It is a competitive necessity.”

In a keynote address, Rubio challenged business owners to appoint AI leads within their organizations and explore freely available generative AI tools to drive efficiency.

“What’s holding you back?” he asked. “AI isn’t about layoffs—it’s about productivity. Learn it, or lose market share.”

Generative AI, which creates new content, code, and product designs from existing data, represents a strategic inflection point, Rubio said, leveling the field for both startups and legacy firms.

Echoing that view, Dr. Donald Patrick Lim, President and COO of DITO CME, stressed the need to pair digital transformation with robust cybersecurity frameworks and blockchain-driven trust systems.

Lim noted that transparency and digital trust will increasingly define consumer expectations.

Insights from the Wadhwani Foundation were also presented, offering a data-driven assessment of Cebu’s talent pipeline and recommending measures to align workforce development with private sector demands.

CBM 2025 Chairman Anton Mari Perdices urged businesses to transition from reactive adoption to proactive engagement with AI.

“This is not the time for passive observation,” Perdices said. “AI demands deliberate, inclusive participation. That is what CBM 2025 is about.”

As ASEAN economies accelerate AI integration, Cebu is positioning itself as a regional innovation hub—buoyed by a growing pool of digital talent, improving infrastructure, and a mobilized business community.

The forum’s message was clear: AI will not replace people—but those who use AI will replace those who don’t.

“The time to act is now,” Perdices said. — (FREEMAN)