Philippines pioneers AI prompt design challenge to build an ethical, skilled workforce

The Philippines launched its first National AI Prompt Design Challenge, attracting over 500 participants to create apps that blend Filipino culture and ethical AI, advancing skills for a responsible, AI-ready workforce by 2031.

In June 2025, the Philippines marked a significant milestone in its digital transformation journey with the launch of its first National AI Prompt Design Challenge. Co-organised by Straits Interactive and the Analytics and AI Association of the Philippines (AAP), this pioneering event aims to democratise artificial intelligence (AI) capabilities and nurture an AI-ready workforce across the country. The initiative aligns closely with the Philippine government’s National Artificial Intelligence Strategy Roadmap 2.0 (NAISR 2.0), which is geared towards promoting safe and responsible generative AI innovation among business professionals and youth alike. This focus dovetails with the ambitions of the Department of Trade and Industry, which recently established the Center for AI Research (CAIR) to advance AI research and development locally.

The challenge, held from June 17 to 20 across three key higher education institutions—the Asian Institute of Management (AIM) in Makati, Mapúa Malayan Colleges Laguna (MMCL), and Angeles University Foundation (AUF)—attracted over 500 participants from more than 20 industries and 40 schools, some travelling from provinces such as Quezon and Pangasinan. Participants, many of whom had no prior coding experience, engaged in a comprehensive three-hour bootcamp focusing on prompt engineering, ethical AI design, security considerations, and the no-code creation of generative AI tools. Nearly 200 AI applications were submitted on Capabara, Straits Interactive’s generative AI platform, showcasing a wide array of practical innovations ranging from government digitalisation and productivity enhancement bots to AI tutors, image analysis tools, and diagnostic assistants.

A notable aspect of the submissions was their strong cultural integration, with several apps aimed at promoting Filipino values—such as digital tools featuring Filipino heroes or teaching social etiquette—illustrating how AI can be blended meaningfully with local contexts. This variety underscored the creativity and ingenuity of Filipino innovators, highlighting the country’s deep potential in embedding AI into everyday life. The challenge’s robust industry backing is testament to growing corporate confidence in the Philippines’ ability to build an AI-competent workforce, crucial at a time when the local AI market is forecast to reach ₱221 billion (around $3.85 billion) by 2031.

Participants’ creations were assessed on multiple criteria, including functionality, user experience, innovation, real-world benefits, scalability, and crucially, security and ethics. The evaluators emphasised the importance of safeguarding against adversarial prompts, ensuring transparency, and protecting personal data privacy. This balanced assessment underlines a commitment not just to technical proficiency but to fostering responsible AI use—an essential consideration as organisations increasingly adopt AI tools. As AI progressively integrates into sectors such as business process outsourcing (BPO), which is a key driver of the Philippine economy, there is a corresponding rise in demand for new professional roles including AI ethicists, trainers, and automation consultants. Industry analysts suggest that AI literacy is rapidly becoming as fundamental as traditional office software skills, with prompt engineering poised to be a vital capability for future workforces.

The challenge organisers advocate for a holistic approach to AI adoption emphasising "Capability-as-a-Service" (CaaS), which couples AI-enhanced training, easy-to-use platforms like Capabara, and expert advisory services to ensure responsible, sustainable integration of AI technologies within organisations. This model addresses key barriers such as skills gaps that often hinder AI rollouts, especially in emerging markets. By focusing on skills development alongside technology deployment, the programme equips both individuals and enterprises to scale AI usage effectively and govern it with appropriate ethical frameworks.

Looking ahead, the National AI Prompt Design Challenge is set to expand its reach with a second leg scheduled for late 2025 in the Visayas and Mindanao regions, broadening AI access across the archipelago. Complementing this, Straits Interactive recently partnered with Adamson University’s Adamson Center for Executive Studies (ACES) to offer an Advanced Certificate in Generative AI App Design and Prompt Engineering. This educational initiative aims to impart practical skills and frameworks that enable professionals to create AI-powered business solutions. These efforts mirror the Department of Science and Technology’s wider ambitions encapsulated in its National AI Strategy for the Philippines, which targets building an ethical, innovation-led AI future that enhances sectors such as agriculture, education, creative industries, and governance.

Together, these developments signal a robust, multi-sector commitment to cultivating AI literacy in the Philippines. By empowering Filipinos not just to use AI tools but to build and govern them responsibly, the country aims to position itself as a regional leader in AI innovation and research, fostering an inclusive, forward-looking AI ecosystem.