by Bianca Gempesaw
The next era of Aboitiz storytelling isn’t just typewritten. It’s now powered by AI. Through learning sessions with top platforms this year, the Aboitiz Integrated Communications Workgroup (ICW) members from different Strategic Business Units have seen firsthand how technology can amplify the way we tell stories, even with limited resources and time. And in its final learning session of 2025, the ICW teamed up with Google for a deep dive into the tools and strategies shaping the future of AI-powered marketing and content creation.
Google Workspace APAC’s Marketing Leader Caroline Quek introduced a four-part AI Marketing Framework, showing how her team uses Gemini and NotebookLM to generate insights, create content faster, localize assets instantly, and automate large-scale campaigns. Real demos showed weeks of work compressed into minutes.
Google’s Customer Solutions Consultant Marikit Valderrama and Customer Success Manager Divya Singhal also followed up with practical demos on advanced prompting, content planning in Sheets, custom AI agents (“Gems”) and image/video generation, giving ICW members actionable ideas they can apply immediately. These learnings will help SBUs create faster, analyze better, and communicate their transformation stories with stronger clarity and impact.
A Quick Look Back at ICW 2025
The session also included a fun and insightful year-end retrospective where members reflected on a year of cross-SBU collaboration, storytelling capability-building, and AI-focused learning. Through a Start–Stop–Continue activity, ICW representatives called for stronger collaboration, fewer silos, and continuous learning sessions in 2026.
New members from AboitizLand and UBx welcomed, outstanding contributors from Aboitiz Construction, Aboitiz Foods, Aboitiz Land, and Aboitiz Power were recognized, and Aboitiz Power’s JERA Talent Exchange Program was named the Most Panalo Story or the most clicked article in the Aboitiz Eyes Newsletter.
Ready for the Next Chapter
As ICW steps into 2026, members are encouraged to experiment with the tools shared during the learning sessions throughout the year and bring AI into their first storytelling initiatives of the year.
1. A More Equipped and Confident ICW
The partnership sessions with Meta, TikTok, Canva, and Google have given ICW members the tools, knowledge, and confidence to elevate Aboitiz storytelling in 2026—especially through AI-driven creativity.
2. A Unified Narrative Powered by AI
ICW enters the new year with a clearer shared voice and a stronger understanding of how AI can amplify every story the group tells – from internal SBU milestones to Groupwide transformation.
3. The Momentum to Move Faster
With teams more open, engaged, and collaborative than ever, ICW is poised to accelerate the group’s transformation stories and communications—turning insights into action and ideas into execution.
As we close the year, ICW carries forward the lessons, connections, and creativity built together in 2025. With AI as our partner, we’re ready to bring the Techglomerate story to life in new and powerful ways.
