MSMEs unlock AI growth strategies at GrowthCon 2026

TAGUIG CITY — Filipino entrepreneurs explored artificial intelligence, automation, and business-scaling strategies at GrowthCon PH 2026 as technology continues to reshape the modern business environment.

The Department of Trade and Industry, through the Tatak Pinoy Council Secretariat, presented the country’s industrial development strategy during the conference.

The Business Manual organized the annual event to bring together entrepreneurs, business owners, startup founders, students, and young professionals for discussions on innovation and growth.

More than 400 participants attended the conference on July 23 at Samsung Hall in SM Aura under the theme “Unlocking the New Growth Playbook.”

Discussions focused on helping enterprises become more resilient through clear goals, operational discipline, and the strategic integration of AI.

A key feature of the conference was the presentation of the Tatak Pinoy Strategy, which is anchored in Republic Act No. 11981, or the Tatak Pinoy (Proudly Filipino) Act.

Signed into law in February 2024, the measure requires the government to develop and implement a multiyear strategy supporting Philippine products and services that are increasingly diverse, sophisticated, competitive, and high-quality.

The law also promotes the preferential procurement of Philippine products and services by government agencies to support domestic industries.

Trade Secretary Cristina A. Roque said the Tatak Pinoy Strategy seeks to strengthen Filipino industries and promote Philippine-made products in international markets.

Roque said GrowthCon highlighted the importance of a shared national vision as Tatak Pinoy seeks to make Filipino products and services globally recognized for their quality, innovation, and craftsmanship.

Learning from industry experts

Industry leaders shared practical advice on scaling businesses, adopting technology, and maintaining strong brand identities.

Actor and entrepreneur Marvin Agustin discussed how MSMEs can scale their operations by developing discipline and adjusting the management practices they used when starting their businesses.

“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 people and AI can work together to produce effective business materials.

Van Veen advised businesses to understand their data and operational processes before adopting AI tools.

He also said companies should ensure that their data are clean, accurate, and reliable.

“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.

Luxe Beauty and Wellness Group founder and CEO Anna Magkawas urged entrepreneurs to remain grounded in their companies’ mission, vision, goals, and values as their businesses grow.

“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., described MSMEs as the backbone of the Philippine economy.

“It is also about investing in the next generation of innovators,” she shared.

Gaining fresh ideas

The event also featured “Killer Pitch,” a competition in which emerging entrepreneurs and students presented AI-powered business solutions to industry leaders.

Finalists included National University-Bulacan students Jolina Anne Gonzales, Charles Jaime, and Kobi Santos, who presented GABAi.

The all-in-one application is designed to help aspiring entrepreneurs manage inventory, comply with government requirements, and calculate taxes 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 Killer Pitch finalists showcased a range of technology-driven solutions to common business challenges.

Magnus won the competition with its AI-powered bookkeeping system.

Sales activation platform Agylion placed second, while GABAi finished third.

Organizers said they hope GrowthCon PH will continue to provide founders, business leaders, investors, and students with opportunities to exchange ideas and build meaningful industry connections.