By Bianca Gempesaw
What do you get when GenAI meets Gen Z? A new wave of stories—faster, sharper, and made to make you pause mid-scroll.
That was the big ‘aha!’ moment during ICW’s deep dive with TikTok PH. More than just a crash course in short-form content, the session challenged the Integrated Communications Workgroup to explore how platform-native AI tools are transforming the way brands brainstorm, create, and connect.
“Our goal at ICW is to fuel innovation by helping teams dive deeper to AI-powered communications platforms, co-create future-ready storytelling, and move together toward the Aboitiz Techglomerate vision,” said Alyssa Virrey, ICW Convenor and Transformation Manager at AEV.
That philosophy was brought to life through the session’s theme, “Speak Gen Z: Elevate Your Brand with TikTok.” The in-person experience gave ICW teams a firsthand look at how TikTok blends culture, creativity, and AI to power attention and engagement. From trend-driven formats and sound-first storytelling to generative AI tools that produce content in seconds, the session revealed what it takes to keep up in a world where content is created and consumed at lightning speed.
For a company accelerating its transformation into a Techglomerate, this wasn’t just a social media crash course. It was a hands-on lesson in embracing GenAI as a creative partner and cultural translator in the new era of brand storytelling.
Inside the Session: GenAI Meets Real-time Creativity
Held at TikTok’s Philippine Headquarters, this second leg of the ICW learning series brought together ICW representatives from across the Aboitiz Group to explore TikTok’s evolving toolkit of digital storytelling. But this wasn’t just about learning how TikTok works, it was about understanding how GenAI is now embedded into the creative process itself. The ICW members got to test-drive:
- Creative formats built to stand out in a crowded, scroll-heavy feed
- Symphony’s GenAI capabilities (ala ChatGPT), offering instant prompts, draft scripts, and creative direction in seconds
- Trend insights and platform analytics that decode what’s resonating and why
But beyond the tools, the real shift came in how the team thought about content. TikTok’s culture of authenticity, speed, and playfulness pushed ICW to reimagine storytelling as something living and responsive, not locked in slides or scripts.
Each business unit team was encouraged to explore one TikTok-inspired idea; whether by creating short-form content, using TikTok’s GenAI assistant Symphony for brainstorming, or experimenting with fully AI-generated visuals and narratives.
For many in the room, the immersion offered more than new tools, it offered a new lens on how AI is already reshaping the creative process.
“It challenged us to unlearn some of our old habits,” shared Moubee Tumangil, Employer Branding at AEV. “We’re so used to polished campaigns and long lead times. But on TikTok and the GenAI tools that come with it, it pushes you to think faster, react quicker, and build content that’s both real and relevant.”
Others saw how GenAI could unlock momentum for teams that often get stuck at the blank page stage.
“TikTok showed us how fast creative cycles can be—and how GenAI like TikTok’s GenAI Assistant, Symphony, can actually help us keep up,” said Loreal Botor, Marketing and Branding at Aboitiz Land. “It’s not doing the work for you, but it’s making it easier to focus on the message.”
Aboitiz and the Future of Brand Storytelling
As Aboitiz continues its journey toward being a Techglomerate, one thing is clear: the future of storytelling isn’t just human or machine, it’s both working together. GenAI isn’t replacing communicators, it’s supercharging their ability to move fast, stay relevant and create content that lands.
Organized by the AEV Transformation Team in collaboration with the ICW, this learning session is part of a growing movement to build shared AI-powered creative capabilities across the Group that allow each SBU to act with digital fluency and impact.
The next challenge? Bringing the scroll-stopping energy of TikTok into our daily work. Bringing that TikTok-inspired momentum into everyday workflows by piloting GenAI tools, experimenting with bolder formats, and staying tuned into what audiences care about right now.
Because storytelling today isn’t just happening on screens. It’s happening in motion, in culture, and increasingly, with AI.
