PR Congress 2025 Panel Tackles AI Authenticity and the Rising Risk of Trust Erosion
September 12, 2025
Manila — At the 32nd National PR Congress, communications leaders came together under the theme “Plot Twist: Unraveling Today’s PR Paradox” to discuss the impact of artificial intelligence on public trust.
Amrei Dizon, Co-Founder of Introspeck Management Consultancy and Founding Executive of the Philippine AI Business Association, joined the panel “Let Truth Prevail: Authenticity in the Age of Artificial Intelligence.” Fellow panelists included journalist and AI specialist Jaemark Tordecilla, Philippine Star Technology Editor Jayvee Fernandez, and moderator Mon Isberto, APR.
Speaking to PR practitioners and brand representatives, Dizon highlighted the risks of unchecked AI adoption.
“AI acceleration leads to trust erosion,” she said. “Without clear governance, the misuse of AI will create more crises than solutions.”
Dizon pointed out that the Philippines currently has no national policy on AI use in communication, and even large corporations and major publications lack their own governance frameworks. In this absence of safeguards, brands risk reputational damage from missteps—such as using AI to fabricate content or failing to disclose AI involvement.
She argued that PR professionals have a critical role to play in closing this gap. “We need urgency in setting standards,” Dizon added. “PR industry must guide their member organizations in adopting AI responsibly before crises become routine.”
“We cannot wait for regulation to catch up. The responsibility to set the standard for authentic AI use lies with us today.”
Her remarks emphasized three principles for navigating AI responsibly:
Reputation Equity — credibility should not be exclusive to organizations with advanced resources; smaller enterprises must also have access to trust-building tools.
Clarity as Crisis Prevention — transparency about AI use reduces the likelihood of backlash and misinformation.
Story Integrity — preserving human accountability in communication ensures audiences maintain confidence in brand narratives.
Dizon closed with a call for the PR industry to move quickly:
“PR professionals are guardians of trust,” Dizon concluded. “If we uphold fairness, clarity, and integrity, we can ensure AI strengthens credibility instead of eroding it.”