By Jan Dolalas

To accelerate marketing and brand storytelling innovation across the Aboitiz Group, members of the Integrated Communications Workgroup (ICW) recently participated in an exclusive learning session with META. The session provided firsthand insights into how a global tech company crafts compelling stories, enhances audience engagement, and utilizes AI-driven solutions to optimize brand communication.

As part of GT2025, Aboitiz is doubling down on being a true Techglomerate, with AI playing a crucial role in marketing, communications, customer engagement, and business growth. This learning session served as a key milestone in that journey, equipping the members with the latest knowledge and tools to integrate AI into their online campaigns and workflows.

A Learning Session Designed for Impact

Held at META’s PH office, the session provided a deep dive into AI-powered Ads Management, Business Messaging, and Content Generation—led by Issang Ceballos, META’s Client Solutions & Video Lead. ICW Members from different SBUs got an exclusive look at how AI is reshaping marketing strategies and customer interactions in social media platforms, while experiencing firsthand how a tech office thinks and operates.

But beyond the learning, the session was about driving real-world applications. Each strategic business unit (SBU) was challenged to identify at least one AI-driven solution to pilot within their operations, whether through AI-powered customer service, automated marketing campaigns, or generative AI for brand storytelling. The goal? To turn insights into action and integrate these innovations into their day-to-day strategies.

Voices from the Session

Participants walked away from the META learning session with clear insights and actionable strategies. For Gail, Digital Marketing Officer from AEV RMD, the visit was both inspiring and practical:

“As someone who works with META platforms daily, I’m excited to apply the AI tools and campaign strategies we learned to enhance our digital executions and promote the #AboitizTechglomerate.”

Byron from UBx’s Corporate Communications team highlighted how META AI can elevate content creation and customer engagement:

“This session showed us that AI doesn’t replace creativity, it enhances it. We’re now exploring how generative AI and business messaging can streamline support and storytelling across our channels.”

These reflections show how the session sparked real, actionable ideas across SBUs, aligning with the session’s goal to turn insights into pilots and push AI integration forward.

Aboitiz as a Network for Innovation

This initiative organized by the AEV Transformation Team of the ICW Network exemplifies how Aboitiz pulls together its conglomerate for topic networks, creating spaces for learning and collaboration across SBUs. By integrating AI into various aspects of the business, Aboitiz continues to scale impact, drive innovation, and future-proof its transformation.

The challenge now is for ICW Members to “Be Bold”, a principle deeply rooted in META’s culture and famously championed by Mark Zuckerberg. Originally part of META’s core values, "Be Bold" encourages employees to take risks and push boundaries without fear of failure. As John Rubio, Chief Strategy and Transformation Officer, emphasized during his opening remarks, this mindset is key to driving digital transformation. Employees are encouraged to move fast, test AI-driven strategies, and break barriers, embracing AI not just as a tool, but as a catalyst for innovation that can propel the company further into the digital age.

AI is here. Aboitiz is getting ready.