THE digital economy is a major driver of growth in the Philippines, fostering productivity and supporting inclusive development. According to Google's 2024 e-Conomy report, the Philippines was the fastest-growing digital economy in Southeast Asia, reaching around $31 billion in gross merchandise value (GMV).
THE digital economy is a major driver of growth in the Philippines, fostering productivity and supporting inclusive development. According to Google's 2024 e-Conomy report, the Philippines was the fastest-growing digital economy in Southeast Asia, reaching around $31 billion in gross merchandise value .
The AI market in the Philippines is also projected to grow to a market size of P202.2 billion by 2030. This figure is a significant jump from P44.6 billion in 2024. With this potential for growth on the horizon, businesses must take active steps to quickly adapt to the online and offline needs of their consumers. The National Economic and Development Authority stated that the country is on track to realize an annual gain of P2.6 trillion in its gross domestic product if businesses embrace AI's transformative poten-tial for enhancing operational efficiency, automating tasks, optimizing decision-making processes, and driving innovation across industry sectors. At Rocket Software, we help our customers utilize AI-powered solutions and technologies to solve complex IT challeng-es, spanning core systems to the cloud. Here are the trends we expect to see in enterprise AI throughout 2025, particularly when it comes to generative AI : Using unstructured data more effectively We can see GenAI is fast becoming a business norm across multiple sectors. It's already transforming the way businesses deal with unstructured data, internal processes, and operational challenges. According to the MIT Sloan School of Man-agement, unstructured data makes up around 90 percent of enterprise data. A report by IDC states that GenAI will help busi-nesses double the productive use of unstructured data by 2027 by balancing spending on unstructured and structured data processing and analysis software. As a result, more businesses will deploy GenAI to unlock insights from their unstructured data. Using Artificial Intelligence to streamline operations As more organizations integrate AI into their operations, the technology will increasingly support cross-departmental data access and streamline operations. We can already see this happening among our workforce. LinkedIn's Global 2024 Work Trend Index on AI in the workplace found that 86 percent of Filipino knowledge workers use AI at work to unlock new ave-nues for personalization, security, and sustainability. Even more encouraging: AI was found to have saved employees about 30 minutes of daily work. We see this as an encouraging case study of enterprise AI at work, helping to optimize workflows and boost productivity across various departments. AI needs the right talent, solutions Despite the potential benefits of AI, many companies still face challenges around data security and talent shortages, espe-cially when it comes to experts who can effectively manage AI models. This can be seen in how employees are being hired. The same LinkedIn study found that 70 percent of Filipino leaders are prioritizing people with AI skills when hiring new em-ployees. As workers continue to upskill their knowledge base with AI-related skill sets, we expect to see a rise in talent that can bring out the most value from these AI models — as well as the demand for solutions that simplify AI integration and provide stronger security measures. Growing focus on embedded risk management The continuous evolution of GenAI — as well as the introduction of new AI models — will require businesses and stake-holders to always keep abreast of risks to data security, data protection, governance, and model accuracy. The Data Priva-cy Act has already implemented principles that require organizations to integrate privacy safeguards into every stage of AI development. This also includes guidelines on data collection and processing. These developments are why we pre-dict a growing focus on embedded risk management in 2025, as vendors and organizations alike work to make AI not only powerful but also trustworthy and secure. Agility is needed to reap benefits of AI AI is becoming a core element of everyday use across applications, personal devices, and even government legislation. The National AI Strategy Roadmap 2.0 , adopted by the Philippine Department of Trade and Industry , aims to channel the potential of AI to improve data access and value extraction, nurture future AI talent, and upskill and reskill the workforce. It is an opportunity for growth that can reward organizations agile enough to adapt quickly and effectively to AI — either by integrating it into existing systems or developing new workflows. Those who capitalize on its benefits will stand to gain a competitive edge, unlock new insights, and set the stage for a more data-driven future. Praveen Kumar is the vice president for Asia Pacific at Rocket Software, a U.S.-based technology company that pro-vides enterprise software solutions, particularly focused on helping large organizations modernize their existing IT in-frastructure.
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