Ethical Use of AI headlines Adamson Media Summit 2025
Date Posted: May 22, 2025 at 03:31 PM
The rise and gradual dominance of the much-talked-about artificial intelligence in the media industry was spotlighted at the Adamson Media Summit 2025, held last May 15, 2025, at the University theatre.
With the theme “Draw the Line: Examining the Powers, Limitation, and Ethical Use of AI in Media,” the event aimed to guide participants in navigating the world of AI from ethical dilemmas to real-world applications.
In his opening remarks, Communication Department Chairperson Mr. Glenn Parungao emphasized the responsibility that comes with the use of AI, urging future communicators to amplify truth, enhance creativity, and drive innovation.
“As future communicators, the power of media will one day be in your hands—and increasingly, so will the power of AI. So, the question we pose today is not just ‘What can AI do?’ but ‘What should we do with it?’” said Mr. Parungao.
The Adamson Summit Media 2025 featured prominent industry leaders and pioneers. Jacque Manabat (AI in Journalism), Mark Meily (AI in Filmmaking), Pocholo Gonzales (AI in Voice Art), Migs Ganzon (AI in Writing), Jyra Canlas (AI for Public Service), and Renz Carlo Uson (AI in Video Creatives), delivered fresh insights and bold perspectives on the evolving role of artificial intelligence in today’s digital age to various media fields.
The speakers agreed that human-made films possess a unique creative and emotional depth that AI-generated content has not yet been able to replicate.
On spreading dis and misinformation, Mr. Meily specified, “Don’t blame generative AI, blame the people misusing it. It’s not the technology that spreads lies; it’s those behind it. We should warn people about them, not the (generative AI) tools.”
Mr. Jhoseplex Inocalla, the event project head and a faculty member of the Communication Department, shared that the presence and development of artificial intelligence are inevitable. As such, the department encourages students to use AI ethically as a tool to complement their innate talents in content creation.
“There has been negative press about how these generative AI functions can be used maliciously like deepfakes and can be a tool for mis and disinformation so my objective in organizing this event is to share awareness on its applications and how to use it responsibly as our students will become future media practitioners,” added Mr. Inocalla.
As AI continues to reshape media and content creation, the annual media summit not only emphasized its positive applications but also reaffirmed the Vincentians’ collective mission to be media practitioners and communicators grounded in creativity and honesty.
