As technology continues to reshape modern business, Filipino entrepreneurs are adapting by leveraging artificial intelligence (AI), automation and new scaling strategies.
To support this transition, the Department of Trade and Industry (DTI), through the Tatak Pinoy Council Secretariat (TPCS), highlighted the country’s industrial roadmap at GrowthCon PH 2026.
Organized by The Business Manual, GrowthCon PH is an annual conference that brings together leading entrepreneurs, businesses, startups, students and young professionals to exchange ideas.
This year’s event took place at the Samsung Hall, SM Aura, last July 23, drawing over 400 attendees under the theme “Unlocking the New Growth Playbook.”
Discussions focused on helping businesses build resilience through vision, discipline and strategic AI integration.
A key highlight was the introduction of the Tatak Pinoy Strategy, anchored on Republic Act No. 11981, or the Tatak Pinoy (Proudly Filipino) Act. The strategy prioritizes Philippine products and services in government procurement to bolster domestic industries.
Trade Secretary Cristina A. Roque emphasized that the Tatak Pinoy Strategy strengthens Filipino industries and promotes Philippine-made products globally. She also noted that GrowthCon highlights the importance of a shared national vision, with Tatak Pinoy aiming to position Filipino products and services as globally recognized for their quality, innovation, and craftsmanship.
Learning from the industry experts
Throughout the event, industry leaders shared practical advice on scaling and innovation. Actor and business entrepreneur Marvin Agustin shared how MSMEs can properly scale by integrating discipline into their business operations.
“Iba ang character at discipline ng isang tao when you are just about to start a business, and when you are at the point where you should scale the business. Unlearn doing things on your own, not trusting a lot of people, doing things emotionally, the good thing is you should know how to change it,” Agustin highlighted.
Niek van Veen, vice president for Growth at Thinking Machines Data Science, discussed how AI and humans can collaborate to create effective materials.
He also advised businesses to ensure that they understand their data, understand their processes, and have taken all the necessary steps to ensure that their data is clean and reliable before using AI.
“AI is as good as what you feed it. So, it’s really important for anyone who’s using AI to interject your own company’s tone of voice, brand guidelines, so it actually sounds like you,” he reminded.
Addressing brand identity, Luxe Beauty and Wellness Group CEO and founder Anna Magkawas urged entrepreneurs to stay grounded in their core values.
“You have to be very clear ano ba yung mission and vision ng company, ano ba yung goal mo, ano ba yung gusto mong ma-feel ng consumer mo every time na nakikita nila or kinakain or ginagamit nila yung product mo,” Magkawas imparted.
Apples Aberin, vice president for Lifestyle Media Brands at ONE Mega Group Inc., meanwhile, cited how MSMEs are the backbone of the country’s economy.
“It is also about investing in the next generation of innovators,” she shared.
Gaining fresh ideas
Among the highlights of the event was the “Killer Pitch,” a competition where emerging entrepreneurs and students presented AI-powered solutions to industry leaders.
Among the finalists were National University-Bulacan students Jolina Anne Gonzales, Charles Jaime and Kobi Santos who showcased “GABAi,” an all-in-one app designed to assist aspiring entrepreneurs with inventory management, government compliance and tax calculations based on their location and initial investment.
“Magkakaroon siya ng comprehensive na sagot, hindi lang parang ChatGPT, hindi ‘yung more on chatbot lang. May iba’t ibang features such as inventory, government compliance and tax calculator.”
The GrowthCon PH 2026 Killer Pitch awardees showcased a wide range of technology-driven solutions to business challenges. Magnus emerged as the winner with its AI-driven bookkeeping system, followed by sales activation platform Agylion in second place, and GABAi in third.
Organizers hope GrowthCon PH will continue serving as a platform for founders, business leaders, investors and students to build meaningful industry connections in future editions of the conference.
