MANILA, PHILIPPINES – In a time of unprecedented transformation, Propel Manila is not merely responding to change, it is shaping it. The independent agency continues to redefine the digital and creative landscape, boldly steering into the future with a responsible and human-centered approach to artificial intelligence (AI).
For Propel Manila, the conversation begins with recognition: AI is not just a tool, but a transformative force reshaping creative work. Yet even as the agency embraces technology, it remains grounded in its core values.
“We are not just adapting. We’re building a creative tank of the future — powered by AI, led by people,” says JC Valenzuela, Founder and Chief Executive of Propel Manila. “We embrace innovation but we remain rooted at the heart of everything, the human intervention from knowing the taste, having the instinct, the strategic thinking. That’s our edge.”
At a moment when many in the industry are grappling with disruption, Propel Manila’s AI strategy is defined not by hype or fear, but by purpose. The agency continues its advocacy of merging creativity, technology, and innovation in ways that amplify human ingenuity.
Its operating model, which it calls The Compression Zone, leverages AI to automate routine tasks while freeing people to focus on deeper, more imaginative work. From this foundation emerge two key shifts shaping the agency’s future: The Great Upskilling and The Hybrid Renaissance.
Through The Great Upskilling, Propel Manila is investing heavily in its people – equipping them with tools, training, and new creative disciplines to master AI technologies. The focus is not on replacing talent but on empowering every individual to think, create, and lead in new ways.
Meanwhile, The Hybrid Renaissance highlights Propel Manila’s vision of creativity as a meeting point between human insight and machine learning. Here, AI is not a substitute but a collaborator – enabling strategic thinking, cultural nuance, and emotional intelligence to thrive at scale.
“Together, we’re building a modern, AI-powered creative tank that is agile, imaginative, and most importantly, powered by the great minds and incredible talent of our people,” Valenzuela added.
With technological power comes responsibility. Recognizing valid concerns around intellectual property, privacy, and security, Propel Manila is embedding robust governance into its AI programs. Anchored in transparency, ethics, and accountability, these efforts aim to ensure AI is used responsibly and meaningfully.
Central to this is the creation of the Propel Manila AI x Human Charter – a codified set of guidelines to define ethical AI practices within the agency. The charter sets clear standards and safeguards, ensuring AI functions as a force multiplier for creativity rather than a replacement.
Valenzuela noted, “We are setting up frameworks that protect the integrity of our work and the people behind it. In fact, we are forming an AI council within the agency to help build and test new tools and provide feedback on our systems. We use AI to scale brilliance—not to diminish the originality, the ideas that matter, that defines us.”
Propel Manila has begun integrating AI across the creative spectrum from briefing and ideation to production and performance analytics. By taking a measured approach, the agency allows teams to adapt thoughtfully while maximizing learning opportunities.
The ripple effects of this journey will reach clients, employees, and the broader creative community alike. For clients, it means sharper, more strategically relevant work delivered at speed. For talent, it opens doors to continuous upskilling, healthier work-life balance, and space for high-value collaboration. And for the agency, it secures resilience, agility, and future-readiness.
“We’re inviting partners, clients, and the creative community to help shape what’s next,” says Arvon Fernandez, Managing Director of Propel Manila. “Explore the tools. Join the conversation. Give feedback. Share ideas for innovation and take part in learning and development opportunities. Let’s co-build and grow this movement together.”
Ultimately, Propel Manila frames its approach as a call to responsibility. AI, it reminds us, is only as powerful as the people who wield it.
