
ARTIFICIAL intelligence (AI) has become the latest buzzword across industries, sparking a question many are grappling with: What does this mean for me and my work?
The fears aren't unfounded. Bloomberg recently highlighted the impact of AI-powered tools like the "Copilot" feature being adopted in the business process outsourcing (BPO) sector.
Avasant, an outsourcing advisory firm, estimates up to 300,000 BPO jobs could be lost to AI within the next five years.
Beyond BPOs, the International Monetary Fund reported 40 percent of jobs in the Philippines — including roles in clerical work, sales and technical positions — will be affected by AI.
This paints a grim picture. However, history teaches us that technological change, while disruptive, often redefines job roles and creates new opportunities. For example, street gas lighters were replaced by electricians, but this change ushered in an era of progress and innovation.
AI may prove to follow a similar pattern. It can automate time-consuming tasks, freeing people to focus on higher-value work. Generative AI takes a step further by learning from data and generating new outputs, enabling better insights.
Take marketing as an example. While AI tools can analyze data and automate repetitive processes, human marketers remain central to strategic decision-making and creativity.
According to Ad Age, AI lacks the empathy and judgment needed to assess whether a campaign aligns with brand values, resonates emotionally with consumers, or achieves the desired return on investment, highlighting the importance of the human's role.
Despite fear-inducing headlines, the Philippine outsourcing industry is still poised for expansion. Reuters reported that the sector is projected to grow by 7 percent this year.
Opportunity
Harvard Business School professor Karim Lakhani said, "Generative AI will not replace people, but people who use Gen AI will replace people who don't."
So, while the rapid advancement of AI may seem intimidating, it also presents an opportunity for Filipinos to reskill and transition into roles that emphasize communication, analytical thinking and leadership.
The 2024 Decoding Global Talent Report revealed that 46 percent of surveyed Filipinos already use AI in their work — well above the global average. This underscores the Filipino workforce's adaptability and willingness to embrace new technologies.
Accessible tools like ChatGPT, Canva and Google's free AI Essentials courses empower individuals to explore AI without the need for costly investments.
For small businesses, AI levels the playing field by making advanced capabilities accessible. Beyond automation, AI provides SMEs with tools to predict trends, analyze customer insights and increase efficiency — advantages once reserved for large corporations.
However, it's crucial for SMEs to frame AI adoption as a productivity enhancer rather than a job replacement tool. Encouraging teams to experiment with AI and fostering a growth mindset will be key to successfully integrating this technology.
AI is both fascinating and daunting, driving rapid transformations across industries and lifestyles. However, by adopting AI responsibly, individuals and SMEs in the Philippines can unlock greater productivity, innovation and global competitiveness.
The key lies in approaching AI as a partner, not a replacement, and taking proactive steps to integrate it to redefine the future of work.