At its 2nd General Membership Meeting held April 30, 2025, at Makati Diamond Residences, the Association of Accredited Advertising Agencies of the Philippines (4As) tackled one of today’s most urgent creative topics: how artificial intelligence is reshaping design. Under the theme “Design Wars: Navigating Design in the Age of AI,” the event gathered top designers to explore the evolving relationship between human creativity and machine intelligence.
Dan Matutina, co-founder of Plus63 Design Co. and Hydra Design Group, opened the conversation by underscoring the importance of human intuition, collaboration, and craftsmanship—qualities he believes machines can’t replicate. AJ Dimarucot, known for collaborations with Nike and NBA, highlighted how AI can enhance rather than replace creative work, using tools like Midjourney to expand possibilities while preserving the human touch. Ivan Despi, founder of Acid House, emphasized the need for designers to stay in control, warning against over-reliance on AI and stressing that good design is still rooted in empathy and intent.
The panel discussion, moderated by Rhea Matute of the Design Center of the Philippines, brought the conversation full circle, addressing cultural and ethical concerns around AI while affirming that human-led creativity remains the industry’s true differentiator. As the leading organization representing accredited advertising and creative agencies in the Philippines, 4As continues to champion innovation while upholding the enduring value of human creativity in a rapidly changing landscape.
