PH firms keen on GenAI for operational efficiency

MANILA, Philippines  —The majority of Filipino enterprises are looking forward to deploying generative artificial intelligence (GenAI) tools in their operations, but some are still on the fence about this technology that has been gaining ground as they grapple with lack of talents.

This is according to a study by global advisory firm Deloitte, titled “Now decides next: Insights from the leading edge of generative AI adoption.”

Deloitte noted that 62 percent of surveyed Filipino business and technology leaders expressed “excitement” over the use of GenAI.

GenAI, which has risen to popularity because of AI chatbot ChatGPT, is seen to have several use cases to make business operations efficient. This technology enables users to create new content based on existing data.

Web hosting company GoDaddy earlier said GenAI can be used in making effective marketing emails and websites to strengthen company brands, as well as providing consumer insights for corporate strategy development.

“What is important is that organizations maintain a beginner’s mindset when they deploy GenAI solutions so that they are always looking to learn as this technology develops and expands its capabilities,” said Anna Pabellon, Deloitte Philippines’ risk advisory leader.

Despite the positive sentiment over GenAI, the Deloitte study revealed that 30 percent of the local respondents were uncertain of the technology.

Barriers to adoption

The lack of technical talent and skills was identified as the “biggest barrier” to adoption of GenAI in their operations.

The report, however, noted that there were efforts on the part of firms to reskill their employees so they can adapt with the accelerating digitalization trend.

The study involved a survey of over 2,800 director and C-suite level respondents across six industries and 16 countries, including the Philippines. Data were collected between October and December 2023.

Meanwhile, a GoDaddy survey also revealed that the majority of the small businesses in the Philippines were already taking steps in digitizing operations to improve customer experience and to grow their businesses.

The respondents said they use technology for online customer service, digital payment systems, email notifications, online booking systems and digital invoicing.

These tools represent a suite of solutions assisting entrepreneurs in customer inquiry and completion of online transactions.