As artificial intelligence (Al) tools become increasingly accessible to creatives, the need for informed and responsible use has become more pressing. In response, S1DHAYA, a fourth-year Advertising and Public Relations student block of PUP College of Communication spearheaded “TACTIC ‘TO: Creative Tactics with AI in Play” last January 26, 2026 at PUP Bulwagang Balagtas, headlining the three-day event of the 22nd Advertising Congress (AdCongress).

The seminar draws inspiration from the classic board game, Tic-Tac-Toe. Just like the game, TACTIC ‘TO framed human creativity to be a series of strategic moves, centering around  three  “AI-nsightful Tactics”, guiding attendees through a sequence of discussions that mirror the steps needed to secure a winning “three-in-a-row” line.

Tactic Master, Mr. Teejay Jamlang, a creative technologist of GIGIL, kicked off the first 2 tactics, Compose Prompt and Co-Create, by showing various industry examples of Al-made advertising outputs while emphasizing the importance of human touch in the process of creating them.

To close the game, Tactic Master, Mr. Bill Urrutia of Data and Al Ethics PH, tackled the last tactic—Opt Ethically. He shared in-depth industry perspectives on integrating Al into creative strategy while keeping ethics and human insight in focus.

To complete the whole funTACTIC experience the seminar also featured creative crowd-play segments, ice-breaker games, raffle activities, and special live performances of one of PUP’s dance crew Move to the Groove, and the newly P-POP Girl Group DNA from ABS-CBN’s Star Magic, who heated up the stage with electrifying performances.

As the tactic game comes to an end, this seminar clearly masters its main theme: Al is not meant to replace creatives. “Our main goal for our seminar, TACTIC ‘TO, is to eliminate the fear that we will be replaced by the fast-growing technology of Al,” said Katherine Garcia, S1DHAYA’s Project Coordinator, “Instead, we want AdPR practitioners to learn how to maximize it for our benefit.”

Throughout the talks, ethical considerations were repeatedly highlighted as a necessary foundation when balancing AI usage and creative practice. “Al should only be a tool to assist the creative process, not something to be entirely dependent on,” explained by Alyza Sol Cruz, S1DHAYA’s Project Co-Head, underscoring the need to pair innovation with responsibility.

TACTIC ‘TO game might have ended but the experience still continues for AdPlayers attendees. “Since it is a three-day seminar, attendees can maximize their participation and gain learning experiences from discussions led by speakers who come directly from the field,” shared Eunice De Asis, S1DHAYA’s Project Head, highlighting participant engagement and discussions from the four seminar series within the three-day AdCongress.

In a nutshell, TACTIC ‘TO aimed for AdPlayers to master AI integration into creative tactics within the advertising industry from improving workflows, debunking AI misconceptions, to responsible AI usage. Remarkably, this vision drew an audience of 170 creative students and aspiring ad practitioners, showing the demand for knowledge for modern advertising skills.

The event experience also extended to the registration booth where attendees received exclusive loot bags of TACTIC ‘TOkens. However, the success of this engaging and insightful event was only made possible through the support of TACTIC TO’s partners and sponsors. Powering the game with energy, JuanWhey Supplements joins as the Official Gym Supplements Partner. Enabling creatives to play smarter in the digital industry, OPPO takes the lead as Official Technology Partner. Reinforcing confidence and wellness, BCP Dermatological Corporation supports the event as the Official Beauty Partner. While the refreshing event day was thanks to dS Facial Care and Cafe as the Official Beauty and Personal Care Partner. This event is also made possible with Betabrands and brought to you by Torashi Arts.

For amplifying conversations around creativity, Al, and ethical advertising, we would like to thank TACTIC ‘TO’s official media partners Gadgets Magazine and NU The National, and other media partners The Catalyst, Palawanderer, and DashoContent. The seminar was also supported by our official organizational partner BEDAN Business Spectrum, collaboration with ADPROS and V1V1D, and along with block partners S1DHI and P1ONEERS—reflecting a shared commitment to creative learning and collaboration.

The event organizers, S1DHAYA, formed in 2022, is a group that develops student-led initiatives aiming to encourage learning, collaboration, and relevant discussions within the advertising and public relations industry.