Manila, Philippines – For business owners who are new to exploring artificial intelligence, knowing where to begin can be just as challenging as understanding the technology itself. With new tools and capabilities emerging almost every week, AI can quickly feel overwhelming, leaving businesses unsure of what to explore and whether they are even ready to adopt it.
At the 32nd National Retail Conference and Expo (NRCE) 2026 organized by the Philippine Retailers Association (PRA), held on Aug. 6–7 at the SMX Convention Center Manila, TBWA\SMP addressed this challenge through “Where Do I Even Begin with AI?”, a practical session designed to help retailers identify where AI could make sense for their businesses.
Led by TBWA\SMP Managing Director RJ Paculan and Chief Marketing Officer Paolo Broma, the session encouraged businesses to look at their existing operations and identify areas where they may be experiencing recurring challenges, repetitive tasks, information overload, or processes that could benefit from greater efficiency. These cues can help businesses determine where AI may be useful, allowing them to start with a specific need rather than searching for a technology first.
Broma pointed to the tendency of businesses to adopt AI simply to keep pace with the market, saying, “Doing something with AI is not a business objective. It’s FOMO wearing a business suit.” The discussion emphasized that AI adoption should begin with a business problem or opportunity, where technology could serve as a tool to address it rather than the end goal itself.
Paculan also acknowledged the pressure businesses face as AI continues to evolve, emphasizing that no company can realistically keep pace with every new development. “The technology is new and it will keep being new every single week. You will never feel fully caught up, and that’s fine; nobody is,” he said.
Bringing together PRA’s connection to the Philippine retail community and TBWA\SMP’s expertise in creativity, innovation, and emerging technologies, the goal of the session is to encourage conversations that puts AI in the context of real business needs. This also helps retailers take a step back and recognize the cues that may indicate an opportunity for AI intervention, making the technology more accessible and less intimidating to businesses that are still figuring out where to start.
Together, TBWA\SMP and PRA are shifting the AI conversation from possibility to purpose. By helping retailers see where technology can make a meaningful difference, the partnership gives businesses a clearer lens for navigating AI not by chasing what is new, but by recognizing what is relevant, actionable, and worth pursuing.