CEOs should lead the adoption of artificial intelligence (AI) in organisations, says Scott Likens, PwC’s global AI and innovation technology leader. Speaking at the Management Association of the Philippines’ CEO Conference, he emphasised AI’s potential to improve operations without job loss, urging leaders to adopt responsible AI strategies aligned with business goals. Likens noted that while workers fear displacement, increased exposure to AI demonstrates its benefits. A PwC Philippines survey found 40% of local CEOs have adopted generative AI, with 71% believing it will transform value creation. TikTok’s Matty Lin also discussed the platform’s use of AI tools and plans for an AI media literacy campaign, along with adding content credentials to indicate AI-generated material, ensuring transparency for users.