Meralco vice president and head of corporate communications Joe Zaldarriaga has urged communications professionals to adopt emerging technologies, such as artificial intelligence (AI), with a strong sense of ethics and responsibility.

Speaking at the IABC Asia Pacific Fusion Conference 2025 in Mandaluyong City, Zaldarriaga emphasized the critical role of communicators in fighting misinformation and ensuring truth and integrity in the industry.

“As many of you know, combating fake news has been my long-standing advocacy within IABC Philippines — a cause that I will continue to champion for as long as I am able. We have the power and responsibility to fight for truth, integrity, and trust — fundamental pillars of our profession,” he said in his welcome address.

Zaldarriaga, who also serves as chairman of IABC Philippines, acknowledged AI’s potential to revolutionize the communications field but stressed the importance of ethical implementation. He highlighted the need for communicators to bridge generational gaps, tackle organizational apathy, and effectively manage industry changes.

Beyond embracing technological advancements, Zaldarriaga also urged communication professionals to champion meaningful causes. He pointed to Meralco’s advocacy for animal welfare as an example of how corporations can engage in social responsibility beyond business interests.

The two-day conference, held on 17-18 March at the EDSA Shangri-La Manila, gathered communication professionals from across the Asia Pacific region. Hosted by the Philippines, the event focused on fostering deeper connections between organizations and audiences while promoting best practices in the evolving communication landscape.

IABC is a global network of professional communicators dedicated to strengthening the industry through ethical standards and innovative strategies.