Yesterday, in my pre-typhoon roadshow with Radyo Pilipinas Iloilo, RMN Iloilo, Bombo Radyo Iloilo, and Bombo Radyo Roxas, I campaigned for a shift we should have made long ago: translate science into the language of action. Those conversations surfaced what our communities have long intuited but rarely named. First, many scientists and meteorologists are not trained to speak beyond technical jargon; precision is their craft, but clarity for laypeople is a different discipline. Second, LGUs and their disaster teams are seldom equipped to turn that precision into local, actionable instructions. Third, our communication mediators—radio, TV, and social—are unevenly prepared for science communication. And fourth, the academe, which should bridge expertise and the public, too often sits in a silo far from the storm.

We live on a restless archipelago—more than twenty typhoons a year, with earthquakes and volcanic eruptions woven into our seasons. Communication cannot be an afterthought. It is the circulatory system of mitigation: it carries intent from the top to the beat and lived realities of neighborhoods at the bottom, and it returns ground truth to policy so plans evolve. Where language is shared, coordination is fast; where language fractures, response stumbles.

A Local Coalition for Plain-Language Warnings

Here in Iloilo, I’m offering to help convene the people who can fix this: PAGASA voices and university researchers; LGU disaster risk-reduction teams; radio anchors and newsroom editors; school principals and church leaders; transport, health, and barangay captains. Give us one table and a clear mandate. I’ll facilitate the conversation pro bono if a government office is willing to take the lead.

This conversation should not be limited to the same faces. Bring in stakeholders from the barangays, public markets, farms, uplands, and islands. Let’s have real, grounded, and honest exchanges.

Design Thinking + Systems Thinking

We will use Design Thinking to listen first and prototype plain-language warnings rooted in local idiom and geography. We will use Systems Thinking to map the whole communication chain—who needs to know, in what order, through which channels, with what feedback loop—and design it so no message dies in a silo. Then we test in one municipality, iterate after each weather bulletin, and only then scale. Hyperlocal first, portable second.

Innovation here is not an app; it is a discipline—human-centric, iterative, agile, and integrative. We will build on what already works, with cultural sensitivity. We will draw from indigenous Ilonggo wisdom, improve what is effective, and scale it so people in urban centers benefit as much as those in the mountains, along the shores, and on the islands.

A Call to the Universities

In my conversation with Radyo Pilipinas Iloilo, I strongly urged universities with mass communication programs to take science, disaster, and crisis communication seriously. We call on West Visayas State University, Central Philippine University, the University of the Philippines Visayas, and other universities in the province to heed this call. We need more communicators who can help us adapt to a VUCA (Volatility, Uncertainty, Complexity, Ambiguity) world. As climate change brings more extreme events, we must save lives through better communication.

Instead of producing graduates solely for commercial media and advertising, let us mentor more who will serve as future government and community communicators. Rather than training them to be entertainment content creators, let’s train them to be the bridge between science and communities.

The Invitation

If you are an LGU or agency ready to host this work in Iloilo, let’s discuss. Let’s build a communication system that walks at the pace of our people, speaks in their tongue, and arrives before the water does.

Ken Lerona is a business and innovation leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and advises on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post DISASTER COMMUNICATION: Hyperlocal, On Foot, and Understood first appeared on Iloilo Metropolitan Times.

This is the heart of the message I will bring to the 2025 AI Fest on August 12 at the Iloilo Convention Center, where I am honored to be one of the plenary speakers. My session, Responsible AI: Harnessing Innovation for the Common Good through Effective Communication and Safeguarding Against Malicious Use, will stand alongside contributions from respected experts: Dr. Benito Teehankee of De La Salle University, Dr. Jon Fernandez Jr. of Ateneo de Manila University, Engr. Rowen Gelonga of the Department of Science and Technology, Mr. Gavin Lim of Black Tactical Unit and The Void Deck Film Singapore, and Prof. André Carlos Ponce de León de Carvalho of the University of São Paulo.

We’ve spent years debating how to make AI fair, accountable, transparent, and safe. These principles are the backbone of every responsible AI framework. But they are empty promises unless the public actually understands them. Trust does not grow in silence; it grows in dialogue.

Bridging Code and Community

Communication—strategic, transparent, and inclusive—is not an afterthought. It is the infrastructure that holds responsible AI together. Without it, we risk building technology faster than we build public understanding, creating a dangerous gap where misinformation can thrive. And in a society already navigating an overload of digital noise, that gap can be exploited quickly and at scale.

I have seen the transformative power of communication firsthand. Between 2023 and 2025, in a series of talks at West Visayas State University, I watched students shift from fearing AI to cautiously embracing it. The turning point wasn’t a new algorithm—it was conversation. When we explained AI in their language, grounded in their lived experiences, fear gave way to informed optimism.

Deepfakes and the New Misinformation Threat

We are also entering an era where deepfakes and disinformation will challenge every institution. In the Philippines, fabricated videos and altered voice clips of well-known media personalities and even prominent billionaires have been used to promote fraudulent investment schemes, questionable nutraceutical products, and unverified supplements. These manipulated materials, often shared widely on social media platforms, exploit the credibility of familiar faces to lure unsuspecting individuals into financial or health-related risks.

Such incidents remind us that responsible AI is not just about building the right systems, but also about building the public’s capacity to detect and resist manipulation. Misinformation thrives in environments where people feel excluded from the conversation. When citizens cannot easily verify information or lack the literacy to understand how AI works, they become vulnerable to being misled. This is why communication is not just a defensive tool—it is a proactive safeguard that strengthens public resilience against malicious use of technology.

A Framework for Public Trust

Responsible AI needs a strategic communication framework that works at three interconnected levels. The first is foundational literacy, which includes curriculum-aligned AI education and accessible media toolkits to raise public fluency. The second is participatory design, where AI solutions are co-created with communities to ensure that technology reflects lived realities. The third is feedback governance, which establishes channels for citizens to help shape and monitor AI policy.

These layers align with global best practices, such as the OECD’s Principles on Artificial Intelligence, which emphasize transparency, accountability, and inclusive participation. More importantly, they recognize that the public must be part of AI’s evolution—not merely passive recipients of its effects. When communication is embedded at every stage, from design to deployment, AI stands a greater chance of being trusted, adopted, and used responsibly.

Building the Future Together

Policymakers must invest in AI communication infrastructure alongside research and development. Universities and media institutions should embed AI communication into their curricula. Developers should work with communicators from the very start, and civil society must act as translators of AI for the grassroots.

This is not “soft” work—it is hard infrastructure for a future in which AI serves people, not the other way around. Just as engineers design for safety and efficiency, communicators must design for clarity, trust, and engagement. Both are essential for AI’s long-term legitimacy.

AI will not wait for us to catch up. The race is on—not only to build better machines, but to build a public that can trust, challenge, and ultimately own the technologies shaping its future. The bridge between those two goals will not be written in code alone. It will be written in words people can understand, trust, and act upon.

Ken Lerona is a business consultant with over 20 years’ experience in marketing and branding. He conducts talks and workshops for private and government organizations and advises on innovation, business strategy, and reputational risk management. Connect with him on LinkedIn: www.linkedin.com/in/kenlerona

The post Communication Is the Moral Scaffolding of AI first appeared on Iloilo Metropolitan Times.

Organized by the Iloilo Business Club, Inc. in partnership with Cornelius Magnate Engagement & Consulting, the masterclass began with a clear definition: Experience Engineering is the deliberate, system-wide design of customer interactions so they consistently reflect brand values and cultural integrity. We explored global frameworks such as SERVQUAL and the Kano Model to understand customer expectations, non-negotiables, and the moments that turn satisfaction into delight. Participants learned how to map the customer journey in detail and use service blueprinting to connect the visible and invisible work that drives consistent service delivery.

These tools were anchored in distinctly Ilonggo values—pagtatap (respectful care), delicadeza (propriety), pag-ugyon(team harmony), and pagpasalamat (gracious gratitude). We translated these into operational standards that are repeatable, scalable, and authentic. Finally, we emphasized that systems—policies, infrastructure, hiring, training—must be aligned so that these values are not left to chance but embedded into the daily life of an organization.

Why This Matters Now

Iloilo today is a fast-globalizing city. World-class hotels rise beside heritage landmarks, global brands share streets with proud local businesses, and investments in tourism, real estate, energy, and finance are shaping a compact, walkable urban core.

In this environment, products and prices alone will not secure market leadership. The real differentiator is how people feel when they interact with us. An Ilonggo-branded approach to Experience Engineering ensures that, no matter the industry, every touchpoint carries the same DNA of warmth, grace, and respect—systematized and consistent. This shared standard becomes a competitive advantage no other city can easily copy.

The Economic Case for Experience Engineering

Customer experience is not just a feel-good aspiration—it drives measurable business results. Organizations that deliver exceptional experiences enjoy stronger loyalty because customers who feel valued return, recommend, and stay even when competitors come calling. They gain pricing power because people will pay more for seamless, personalized, and enjoyable interactions. They reduce churn, which is critical because retaining customers costs far less than acquiring new ones.

There’s also a powerful employee dimension. Teams in experience-led organizations are more engaged because they work in environments that empower them to serve well and take pride in their work. In Iloilo—where tourism, BPO, healthcare, and real estate fuel growth—embedding an Ilonggo-branded experience can turn a first-time visitor into a repeat tourist, a walk-in buyer into a loyal client, and a one-time investor into a long-term partner.

We already see strong examples: MORE Power’s proactive customer communication during outages strengthens public trust; RCBC’s white-glove service for high-net-worth clients builds enduring relationships; Richmonde Hotel’s attention to moments of truth create lasting positive impressions. These are not random acts of kindness—they are strategic levers for sustainable growth.

A Full House of Leaders

The masterclass drew decision-makers from hospitality, food, retail, banking, real estate, automotive, energy, laundry and cleantech, security, accounting, legal, and more. Major brands such as Toyota, Isuzu, RCBC, MORE Power, and Richmonde Hotel were represented, alongside DTI Region VI.

Our Excel Talk: High-Level Roundtable gave the floor to leaders who live this work every day. Mutya Eusores of DTI spoke about integrating values-based service into government programs and MSME development. Myles Joseph Sotelo of RCBC explained the trust dynamics in high-net-worth and corporate banking. Natalie Lim of Richmonde Hotel shared the cultural awareness and precision behind consistent five-star service. Ivan Ariola of Isuzu Iloilo discussed building loyalty beyond the point of sale. Maricon Garrido of MORE Power underscored humanizing service even during stressful events such as outages.

Their collective message was clear: customer experience is everyone’s job, but leadership must design, enable, and protect it.

Gratitude and the Challenge Ahead

I am deeply grateful to Ms. Ma. Luisa C. Segovia, Vice President of the Iloilo Business Club, for her faith in this vision and her encouragement throughout the process, as well as to the officers and members of IBCI for their trust. I thank the panelists for their insights and every participant for their engagement and commitment.

But gratitude alone will not move us forward. The challenge now is to take these principles and embed them into the daily operations of our organizations—from boardroom strategy to frontline practice. Iloilo is ready. The question is whether we will design our future experiences with intention, pride, and the unmistakable Ilonggo heart.

Ken Lerona is a business consultant with over 20 years’ experience in marketing and branding. He conducts talks and workshops for private and government organizations and advises on innovation, business strategy, and reputational risk management. Connect with him on LinkedIn: www.linkedin.com/in/kenlerona

The post Ilonggo-Branded Experience Engineering: The Next Competitive Frontier first appeared on Iloilo Metropolitan Times.

Experience is now the currency of loyalty. And like any currency, it must be carefully designed. This is the premise of Experience Engineering, a strategic discipline that helps organizations intentionally build how customers encounter their brand—from online platforms to face-to-face service, and everything in between.

Experience Engineering draws from psychology, anthropology, and business systems. It helps us understand what customers truly remember, what frustrates them, and what inspires them to return. More importantly, it aligns internal systems with customer expectations so that service excellence is not a random act, but a consistent standard.

The Business of Being Memorable

Investing in customer experience isn’t just good PR—it’s smart business. Studies show that brands delivering strong, consistent experiences enjoy higher pricing power, repeat patronage, stronger referrals, and more resilient teams.

In Iloilo, where competition is growing and consumer expectations are rising, this gives us a vital edge. But unlike in large urban centers, we don’t need to mimic distant models. We already possess the cultural foundation: pagtatap, the Ilonggo way of caring with depth and dignity; delicadeza, our grace in conduct; and our natural way of making people feel valued.

What we need now is structure—to turn this instinct into strategy.

A Masterclass Rooted in Ilonggo Values

To help Iloilo’s businesses put this into action, the Iloilo Business Club and Cornelius Magnate Engagement and Consulting are presenting the Ilonggo-Branded Experience Engineering Masterclass on August 1, 2025, from 8:00 AM to 4:00 PM, at Aguinaldo Hall, Goldberry Lite Hotel, Rizal Street, Iloilo City Proper.

This intensive, full-day program will introduce business owners, managers, and frontliners to the tools and mindset of Experience Engineering. Participants will explore customer journey mapping, operational alignment, and cultural design thinking—through sector-specific cases and guided activities that translate values into actionable systems.

The goal is not simply to deliver good service, but to create brand experiences that are memorable, repeatable, and rooted in who we are as Ilonggos.

Elevating the Iloilo Brand

For a city that aspires to national and global recognition, experience is our most powerful brand asset. We have always been known for our hospitality. Now is the time to systematize it, elevate it, and deliver it with the consistency that growth demands.

Experience is no longer just the work of receptionists or waiters. It is a leadership function. And the businesses that invest in it now will be the ones that lead the next decade of Iloilo’s success.

To register or inquire about the masterclass, contact the Iloilo Business Club through their official Facebook page.

Let’s make the Ilonggo way of service not just admirable—but unforgettable. By culture. By coKen Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona. mmitment. And now, by design.

Ken Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post The Ilonggo Experience, by Design first appeared on Iloilo Metropolitan Times.

In many emerging AI dialogues, we continue to see familiar rosters: the same panels, the same affiliations, the same comfortable narratives. The effort appears well-intentioned—but in practice, it often reflects a narrow range of perspectives. Panels are stacked with insiders who may be brilliant in their fields, yet whose lenses are understandably limited—scientists focused on the technical, entrepreneurs focused on viability, technologists focused on scalability.

But where are the ethicists? The health workers? The teachers? The social workers? The elders? The differently abled? The informal sector? The ones who will actually bear the brunt of these AI decisions?

When only a few speak for the many, we fail to build a future that works for all.

AI Is Not Just a Technological Question—It’s a Moral One

We must move past the idea that AI is purely an engineering challenge. Yes, we need the people who understand the math. But we also need those who understand the human. AI is increasingly influencing who gets hired, who receives services, who is flagged as risky, and what opportunities are surfaced or suppressed.

If these systems are designed without input from those most affected, we risk deepening the very inequalities we hope to solve. And when entire forums, policies, and strategies are crafted without meaningful diversity of perspective, we create the illusion of progress—when in fact we may be baking bias into the foundations of our future.

The Danger of Familiarity Over Representation

Let’s be honest: it’s tempting to stick with the familiar. The speakers we know. The institutions we trust. The names we’ve heard before. But comfort should never be a substitute for legitimacy.

A panel of well-meaning experts without wide representation may inadvertently replicate the same blind spots it hopes to address. Innovation without inclusion is not innovation—it’s insulation.

This isn’t about pitting one sector against another. It’s about recognizing that no single group—no matter how credentialed or committed—has the full picture. And if we truly want AI to serve the public good, then the public must be part of shaping it.

Inclusion Must Happen at the Beginning, Not the End

We need to go beyond the practice of “consulting stakeholders” after the frameworks are done. We need to bring people in from the start. Co-design, co-create, co-author.

This means engaging teachers when designing AI for classrooms. Listening to social workers and frontline staff when building systems for welfare delivery. Asking youth leaders and persons with disabilities what safety, transparency, and accountability mean for them.

This is not about token seats at the table. It’s about building a longer table.

Humility Is the Missing Piece

What AI needs—what any transformational technology needs—is intellectual humility.

The humility to admit that technical solutions are not always social ones. The humility to recognize that people outside the lab or the boardroom may hold deeper insights into community trust, cultural nuance, or unintended harm. The humility to listen, especially when the feedback is inconvenient.

A truly ethical AI ecosystem is not one that moves fast and breaks things. It is one that moves together—and builds wisely.

To Those Who Curate the Conversation: Reflect Carefully

If you organize events, shape policies, or advise institutions on AI, ask yourself: Whose voices are missing? Are you creating echo chambers or ecosystems? Are you seeking validation—or conversation?

Because when we repeatedly silence or ignore perspectives that challenge the dominant frameworks, we’re not building a better future. We’re building a brittle one.

This isn’t about slowing down progress. It’s about deepening it. Grounding it. Widening it. So that when we talk about the future of AI, we’re not only talking about intelligence—we’re also talking about integrity.

Ken Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post The Danger of Exclusion in AI Conversations first appeared on Iloilo Metropolitan Times.

Artificial Intelligence (AI) is no longer just a futuristic concept; it’s here, influencing everything from healthcare to governance. This article itself was written with the help of a popular Large Language Model (LLM) AI, showing how, when used responsibly, AI can be a tool for good. However, recent incidents in the Philippines highlight how AI can also be used maliciously—and it’s time we acknowledge the risks. The real threat is not AI itself, but how it’s misused to manipulate and deceive the public.

AI Propaganda in Philippine Politics

A recent case involving a senator who shared an AI-generated post filled with false claims is a clear example of the danger we face. If even public figures are being misled by AI-generated content, what about the average citizen? This highlights the larger issue of AI illiteracy—the lack of understanding about how AI works and how it can be used to manipulate information. Kate Crawford, an expert on AI ethics, points out, “AI is not neutral; it reflects the power dynamics of those who create it.” This means that AI’s power can easily be misused, and people who don’t understand AI are vulnerable to manipulation.

Improving AI Literacy

The key to preventing the malicious use of AI is AI literacy. This is not just about understanding how AI works—it’s about learning how to evaluate and question the information that AI produces. Education should be the first step. Schools and universities need to teach students not just how AI works, but also how to critically assess AI-generated content. Likewise, the media must help the public understand the potential dangers of AI, especially its role in spreading false information. Maria Ressa, Nobel laureate and media advocate, has warned that social media platforms, powered by AI algorithms, amplify fake news, creating a dangerous cycle. As she put it, “If we don’t educate ourselves, we will lose the ability to distinguish fact from fiction.”

Instead of relying on strict regulation, we need a more proactive approach: the academe, media, and tech companies must work together to educate society about AI. Journalists need training to better identify AI-generated misinformation and report responsibly.

AI for Good

Despite its risks, AI holds immense promise for good. In agriculture, AI can help predict weather patterns and optimize crop yields. In healthcare, it can assist doctors in diagnosing diseases more accurately. These are just a few examples of how AI can enhance our lives if used responsibly. But for AI to truly benefit society, we need to ensure its use is ethicaland transparent. Tech companies must be held accountable for how their AI tools are deployed. But accountability alone isn’t enough. Education and open communication are just as important.

Malicious AI Use

In the Philippines, AI-generated disinformation is already a threat. From fake health advice to manipulated images of public figures, AI is being used to spread false narratives. In 2024, AI-generated deepfake videos have surfaced, misleading the public and causing harm. These incidents highlight how easily AI can be used to manipulate perceptions and influence opinions. We need to address this head-on, not just through regulation but through education and media responsibility.

Taking Action

AI is not the enemy. It’s a tool, and like any tool, it can be used for both good and ill. The problem isn’t AI itself, but how we choose to use it. Inaction has allowed those with malicious intent to get ahead. We need to act now to ensure that AI is used responsibly. This means educating the public, promoting transparency, and holding tech companies accountable for the tools they create. The longer we wait, the greater the risk that AI will be used against us. It’s time to take responsibility.

Ken Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post AI: Not the Enemy, But a Tool We Must Use Responsibly first appeared on Iloilo Metropolitan Times.

We don’t always speak of it. In Iloilo, we pride ourselves on being gracious, patient, and respectful. But for far too long, patients and their families have been treated as afterthoughts in systems that should be built around them.

The Friday the 13th Incident

I speak not from hearsay but from lived experience. Just last Friday the 13th, after accompanying my father for a two-hour neurological test in a well-known hospital along General Luna Street, we were instructed to proceed to the doctor’s clinic at exactly 2:30 PM. We arrived on time.

I approached the secretary to check in. She was in a rush. She waved us off and said—“Wala pa di si doc. Wala pa man kapanaog ang taga neuro. Didto kamo sa waiting area.” With the flick of her hand and a door slammed in our faces, we were dismissed.

We were not there to beg. We had paid thousands of pesos in tests and professional fees. We complied. We followed instructions. And yet, we were treated like an inconvenience.

Beyond the Clinic: A Pattern of Disrespect

Sadly, this isn’t an isolated case.

From clipped frontliners to confusing billing processes, I’ve seen too many Ilonggos made to feel as if they don’t belong in the very places meant to care for them. When my mother was confined in the same hospital just last month, I settled our balance daily, only to be repeatedly asked to add more because the hospital’s ₱30,000 credit window couldn’t cover her running expenses. When I requested an increase, I was told to go to the Credit & Collection Department—which was closed on weekends.

The result? An overpayment I had to practically wrestle back—by standing my ground at the cashier’s desk until it was returned in cash.

And yet, we smile. We say thank you. We adjust. Because we’ve been taught to. But there is a cost to this silence.

Systems, Not Individuals, Are to Blame

Let me be clear: this is not about demonizing hospital staff. I have deep respect for our healthcare workers. Many are doing their best under immense pressure. But when disrespect becomes routine—when a patient is treated as a nuisance, and when the system itself makes illness even more punishing—then the responsibility falls squarely on leadership.

A truly patient-centered system doesn’t just rely on well-meaning doctors. It is designed—with intention and compassion—from the ground up. This includes frontliners, secretaries, finance personnel, and yes, administrators.

In fact, I reached out to this hospital’s administration in 2021, offering a free session on patient experience and systems design. Some improvements followed. But clearly, much more needs to be done.

From ISO to Insight: What Real Reform Requires

I now hear they are applying for ISO certification. I sincerely hope the evaluators don’t just check documents. I hope they follow the actual journey of a patient—from entrance to exit. Because no amount of well-written mission statements or air-conditioned lounges can mask the quiet humiliations experienced daily in our healthcare system.

ISO is not the goal. Dignity is. Systems thinking, design thinking, and a genuine commitment to patient experience—these are what today’s institutions must build on if they want to be worthy of trust.

The Business of Compassion

Hospitals are not just buildings with doctors. They are sacred spaces of healing. And healing must come with humanity.

To every medical institution in Iloilo: your patients are not interruptions. They are not burdens. They are human beings who deserve clarity, respect, and dignity.

Compassion is not a bonus. It is your job.

It’s time we all expected better.

And it’s time our hospitals remembered why they exist.

Ken Lerona is a business consultant with over 20 years of marketing and branding experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Hospitals Must Heal, Not Humiliate first appeared on Iloilo Metropolitan Times.

This mindset is exactly what we must overcome.

Artificial Intelligence—or AI—is not just for the tech hubs of the world. It is not an invention reserved for coders in Makati, executives in Singapore, or scientists in California. AI is already shaping the world we live in—from how doctors track symptoms to how teachers create modules, from how businesses manage sales to how farmers predict weather patterns.

If we Ilonggos choose to stand by and watch, we risk missing our chance to influence how this technology will be used in our own communities.

Not a Monster, Not a Magic Trick

Let’s set the record straight. AI is not a robot that will replace us. It’s not some sorcery from abroad. It’s not a trap. It’s a tool.

Think of AI the same way we once thought about calculators, typewriters, and computers. At first, we were skeptical. Then we got used to them. Now we rely on them. AI is simply the next step in that progression.

It is a tool that can help you summarize notes, draft letters, organize your ideas, translate information, or get inspiration when you’re stuck. It doesn’t replace your brain—it works with it.

But you won’t understand this until you try. That’s why I always say: take dibs on AI. Be the first in your office or barangay to experiment with it. Use it the way you’d use Google or Microsoft Word. Use it not to impress anyone, but to explore what’s possible.

The Danger of Being Left Behind

The truth is, the more we fear AI, the more we exclude ourselves from the opportunities it brings. And the more we exclude ourselves, the more decisions will be made without us—about us.

Do we really want people in Manila or abroad deciding how AI should be used in our hospitals, our schools, our local economy? Do we want to be mere recipients of new systems we didn’t help shape?

If we don’t develop AI literacy now—if we don’t build confidence in using these tools—we will find ourselves in a familiar place: catching up, again. And in this race, speed matters. But courage matters more.

This Is a Call for Local Leadership

I especially call on our mayors, vice mayors, councilors, school heads, barangay captains, and department heads: indi naton pagpabay-an ini nga teknolohiya. AI is already being used to write policies, prepare reports, and improve efficiency in LGUs across the country. If we don’t equip our people now, we’ll widen the digital divide between urban and rural, center and periphery, capital and province.

We cannot lead our communities into the future if we ourselves refuse to explore it.

This is also a challenge to our educators: let us not demonize AI in the classroom. Instead, let us guide our students to use it ethically and critically. Teach them how to ask good questions, evaluate responses, and integrate ideas. This is not cheating. This is thinking with tools—something humans have always done.

Try First. Learn Fast. Lead Wisely.

We don’t need perfect knowledge to start. We just need willingness. Try AI for small tasks. Translate a memo. Summarize a news article. Draft a project proposal. Get used to the idea that this tool is here—and it’s staying. What matters now is how we choose to relate with it.

Let’s not wait for formal training or expensive seminars. The best way to understand AI is to tinker. Let the teachers teach themselves. Let the government staff experiment. Let the youth show us what they already know. Let the community help one another discover its potential.

This is how pedestrianization works—not through top-down decrees, but by letting people learn at ground level. This is how we bring AI to the barangay: through use, through mistakes, through shared learning, and eventually, through confidence.

Ilonggos Deserve to Help Shape the Future

We are not outsiders to innovation. Iloilo has always been a place of firsts—of thinkers, builders, and revolutionaries. But the revolution today is digital. And AI is one of its frontlines.

Let’s not stand by. Let’s not be late again. Let’s not whisper “siguro indi ini para sa akon.” Instead, let’s say, “ano pa bala ang pwede ko mahibaluan diri?”

If the future is being written now, we deserve to be part of the writing team. But to do that, we must first pick up the pen—and in this case, the tool.

So go ahead. Take dibs on AI. Not for prestige. Not for perfection. But for participation.
Because Ilonggos were never made to just watch from the sidelines. We were born to build—and this time, we build with new tools.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Ilonggos, Let’s Take Dibs on the Future with AI first appeared on Iloilo Metropolitan Times.

When we step into those polling precincts, we are not just choosing leaders. We are choosing the kind of progress we want to see. And real progress is never just about shiny roads or tall buildings—it is about the well-being of people, the health of our communities, the dignity of work, and the strength of the local economy.

Voting with Livelihoods in Mind

For decades, the heart of Iloilo has been its farmers, fisherfolk, small business owners, and workers whose hands have built our economy. Yet we know their struggles too well—unfair farmgate prices, outdated tools, limited access to capital, and the pressure of competing with larger players.

Today, we are called to choose leaders who will stand with them, leaders who will invest in agricultural innovation, fair market access, and better rural infrastructure. We need leaders who will not only promise jobs but protect and uplift the livelihoods that have long sustained Iloilo.

Supporting the MSME Backbone

Small enterprises are the lifeblood of Iloilo. From the humble carinderia in Jaro to the family-run hardware store in Pavia, MSMEs are where jobs are created, where local talent is nurtured, and where the spirit of entrepreneurship thrives.

But running a business today is not easy. Many small businesses are stretched thin—navigating rising costs, unpredictable markets, and limited digital access. The leaders we elect today can make the difference between mere survival and sustainable growth. They can unlock financing, simplify regulations, and provide the training needed to help local enterprises thrive in a fast-changing world.

A Changing World Needs Brave Leadership

Let’s face it: we are entering an era of transformation. Artificial intelligence, digitalization, and global competition are no longer distant trends—they are here, reshaping industries and jobs across the board.

Ilonggos need leaders who are not afraid to face this new reality. Leaders who understand that while the world changes, we must equip our local sectors to evolve without losing sight of what makes us uniquely Iloilo. We need leaders who can ensure that innovation benefits everyone—not just a privileged few.

Progress That Lifts Everyone

True progress is not just about development projects or investments—it’s about whether families can live with dignity, whether youth can dream big without leaving their hometown, and whether every barangay feels included in the march toward growth.

As we cast our votes, let’s remember that prosperity only matters if it is shared. Let’s choose leaders who will ensure that the gains of economic growth reach the countryside, the coastline, the urban centers, and the remote barangays.

A Day to Shape Tomorrow

As you line up at the polling stations today, I encourage you to take a moment to reflect—not just on the names you will write down, but on the values you want to see in our leaders. Choose those who will care for our local industries, protect our livelihoods, and guide us through the challenges of a rapidly changing world.

We Ilonggos are known for our resilience, our resourcefulness, and our deep sense of community. Let’s bring those values into the voting booth. Let’s choose leaders who will honor our hard work, amplify our talents, and build a future where Iloilo continues to shine—not just as a city of growth, but as a province of shared progress and human dignity.
The future is not something we wait for. It is something we vote for, build, and live every day. Iloilo, let’s make today count.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Our Vote, Our Future first appeared on Iloilo Metropolitan Times.

For a progressive province like Iloilo, a rising star in investment, tourism, and trade, this is not just an education issue. It is an economic alarm bell. And it’s one the business sector cannot afford to ignore.

Functional illiteracy is often seen as the government’s concern, best left to the Department of Education, local school boards, or NGOs. But this mindset misses the bigger picture. The young people struggling in our schools today will form the workforce that businesses depend on tomorrow. If we care about productivity, innovation, and economic resilience, then addressing functional illiteracy is not charity — it is strategy.

Why Business Should Step In

At its core, literacy is not merely about reading words on a page; it’s about unlocking human potential. Workers who lack reading comprehension or numeracy skills face steep barriers to learning new tasks, solving problems, managing information, or adapting to technology. This becomes a drag not only on individual lives, but on the productivity and competitiveness of entire industries.

For companies in Iloilo — from agri-businesses and manufacturing firms to retail chains, hotels, and BPOs — the cost of ignoring this problem will come due. It will appear as lower output, costly retraining, higher error rates, and narrower talent pipelines. The human capital that powers Iloilo’s economic future is being shaped now, in classrooms and homes across the province.

Beyond Donations: Toward Systemic Action

The private sector’s usual contributions — classroom repairs, computer donations, or scholarships — have made a positive impact. But if we are to face the depth of this crisis, we must go beyond project-based giving to long-term, structural engagement.

Here’s where businesses can make a transformative difference:

1. Tackle household poverty.
Poverty is the most stubborn root of educational failure. When parents struggle to put food on the table, children are often forced to sacrifice school time to help earn or take care of younger siblings. Businesses have the power to change this by creating stable jobs, offering fair wages, and promoting dignified work. A family with a decent income is a family that can keep its children in school, buy books, and provide the emotional bandwidth to support learning.
2. Support lifelong learning among workers.
Functional illiteracy doesn’t end at the school gate. Many adults in the workforce today were themselves failed by the education system. Businesses can step up by offering workplace literacy programs, digital skills training, and financial literacy workshops. These not only boost company performance but also empower parents to engage more confidently in their children’s learning.
3. Partner with schools and communities.
The private sector should work hand in hand with local schools, barangays, and LGUs to understand what students need — from school feeding programs to after-school tutoring or internet access. Imagine if companies set up “learning hubs” in their communities or mobilized employees to volunteer as reading mentors. This isn’t about corporate branding; it’s about investing in the next generation.
4. Champion family-friendly workplaces.
Parents need time, not just income, to support their children’s education. Businesses can help by offering flexible schedules, parental leave, or childcare support, allowing parents — especially mothers — to attend school meetings, help with homework, or simply read to their children at night.
5. Elevate literacy as a public value.
The business sector holds enormous cultural influence. It can use its platforms, marketing, and public engagement not just to sell products, but to promote reading, learning, and critical thinking as shared social values. Imagine local businesses sponsoring Hiligaynon or Kinaray-a storytelling festivals, public reading spaces, or mobile libraries.

Why Iloilo’s Future Depends on This

Iloilo is undergoing a remarkable transformation — a province balancing tradition and progress, heritage and innovation. But no amount of infrastructure, investment, or tourism promotion can substitute for the foundational strength of an educated, literate population.

We often talk about business sustainability in terms of environmental or financial metrics. But there is another kind of sustainability we must now embrace: human sustainability. How do we nurture, retain, and develop the talent that will carry Iloilo forward over the next generation?

Neglecting functional literacy is like building a house on a weak foundation — eventually, the cracks will show. But investing in people’s capacity to learn, understand, and contribute creates a workforce that is adaptable, resilient, and ready to drive Iloilo’s growth.

From Bystanders to Co-Creators of Change

What Iloilo needs now is not another round of finger-pointing. We need a new spirit of shared responsibility — where government, schools, families, and businesses work side by side.

For the business community, this means shifting from being bystanders to co-creators of change. It means understanding that the educational crisis is not someone else’s problem but a shared challenge that will shape the very markets we rely on.

To my fellow leaders in Iloilo’s business sector: we stand at a crossroads. We can continue with piecemeal generosity or we can embrace a deeper, bolder role in shaping the future. If we want an Iloilo that is prosperous, inclusive, and dynamic, we must help build it — one literate, empowered person at a time.

Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.

The post Literacy and Livelihood: Why Iloilo’s Business Sector Holds the Key to Our Educational Future first appeared on Iloilo Metropolitan Times.