TLDR: Filipinos are rapidly adopting ‘agentic AI’ – artificial intelligence that not only provides answers but also understands intent, weighs options, and executes tasks. A recent Adobe study reveals that a significant portion of Filipino consumers are already using or plan to use this advanced AI for various applications, including travel, finance, and creative work, marking a shift from traditional search engines to more proactive AI tools.
Filipinos are increasingly embracing a new generation of artificial intelligence, known as ‘agentic AI,’ which moves beyond simply providing information to actively performing tasks based on user intent. This shift is highlighted in a recent Adobe study titled ‘From Assistants to Agents: The AI Evolution in the Philippines,’ which indicates a faster adoption rate in the Philippines compared to many of its Southeast Asian neighbors.
The study, based on a survey of 552 Filipino consumers, reveals a significant change in how people interact with AI. Four out of ten respondents regularly use AI assistants, with another 40 percent using them occasionally. More notably, 28 percent are already utilizing agentic AI, and an additional 41 percent anticipate integrating it into their routines within the next year.
This growing interest is transforming information-seeking habits. Over a third of AI assistant users now prefer these tools over conventional search engines, opting for context-aware answers tailored to their preferences and history. The applications of agentic AI are diverse and expanding rapidly. For instance, nearly eight in ten Filipinos plan to use AI for shopping in the coming year. Travel is another key area, with 43 percent turning to AI for itinerary planning, price comparisons, and booking arrangements. In the financial sector, 39 percent are leveraging AI to explore investment products, create budgets, or select banking services.
The article illustrates this with an example of Lea Fernandez, an events planner in Manila, who used an AI-powered booking app to swiftly arrange a beachfront hotel, flights, and airport pickup for a friend’s wedding in Cebu. She simply typed her requirements – ‘Find me a beachfront hotel in Mactan for two nights, under P6,000, with late checkout and airport pickup’ – and the app quickly provided and executed the arrangements.
Adobe is actively adapting to this evolving landscape by integrating new AI features into its products. Upcoming enhancements in Acrobat include an AI Assistant that will allow users to create custom agents for tasks like scanning documents or acting as a virtual tutor. Similarly, Photoshop’s beta Actions panel is utilizing AI to suggest edits, simplifying creative work and making professional-looking results accessible to a wider audience.
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While the Philippines is in the early stages of agentic AI adoption, the momentum is undeniable. However, the report emphasizes that continued growth will largely depend on building trust. The study found that almost a third of Filipinos would be willing to follow financial advice from AI without human verification, underscoring both the potential and the critical need for clear safeguards and responsible AI development.
