Propel Manila introduces The Compression Zone model for AI and human collaboration
As the industry shifts with the rise of Artificial Intelligence (AI), Propel Manila is positioning itself to integrate these technologies into its work. The independent agency continues to build on its track record in digital and creative services, approaching AI with both innovation and responsibility.
Propel Manila’s roadmap begins with acknowledging the significant impact AI will have on the industry and its own processes. The agency is embracing new technology while remaining aligned with its core values.
“We are not just adapting. We’re building a creative tank of the future — powered by AI, led by people,” says JC Valenzuela, Founder and Chief Executive of Propel Manila. “We embrace innovation but we remain rooted at the heart of everything, the human intervention from knowing the taste, having the instinct, the strategic thinking. That’s our edge.”
At a time when the industry is grappling with disruption, Propel Manila’s AI agenda is not driven by fear nor hype, but by purpose, continuing its advocacy of merging creativity, technology and innovation in ways that amplify human talents.
Internally, the agency has coined the term The Compression Zone to describe its model where AI automation of routine tasks meets human ingenuity. This approach, now becoming a standard, paves way for the two major shifts defining the agency’s strategic direction: The Great Upskilling and The Hybrid Renaissance.
Through The Great Upskilling, Propel Manila is investing in its people by providing tools and training across disciplines, enabling them to master these new AI technologies. It is not about replacing human talents, it’s about empowering every member of its team, unlocking new ways to think, create, and lead.
The Hybrid Renaissance underscores how creativity at Propel Manila lives in between human insight and machine learning by fostering a collaborative environment where AI supports the unique strength of human creativity. This hybrid approach unlocks possibilities in strategic thinking, cultural nuance, emotional intelligence and above all, the agency’s collective success in creating high-impact digital-first creativity.
“Together, we’re building a modern, AI-powered creative tank that is agile, imaginative, and most importantly, powered by the great minds and incredible talent of our people,” Valenzuela added.
The Blueprint on Responsible AI
With great technology comes great responsibility. A powerful tool like AI comes with valid concerns, specifically on privacy and security. From intellectual property to privacy safeguards, Propel Manila is building strong governance around its AI programs, anchored in transparency, ethics, and accountability.
This commitment includes the creation of Propel Manila AI x Human Charter, a codified set of guidelines on how the agency will responsibly utilize AI in partnership with human creativity. This shall set clear standards, boundaries, and best ethical practices to ensure when used right, AI becomes a force multiplier for the kind of work that moves people and brands.
Valenzuela added: “We are setting up frameworks that protect the integrity of our work and the people behind it. In fact, we are forming an AI council within the agency to help build and test new tools and provide feedback on our systems. We use AI to scale brilliance—not to diminish the originality, the ideas that matter, that defines us.”
The Horizon of Co-Creation
Propel Manila has already introduced and has started integrating AI-powered tools into creative processes such as briefing, ideation, production, and performance analyses. The agency is taking a careful and measured approach, allowing teams to learn and adapt as they progress.
As Propel Manila’s journey with AI unfolds, the impact will be felt across all its stakeholders. For clients, it means being with a creative partner that not only embraces change but also delivers work that is faster, sharper, and more strategically relevant. For its people, continuous upskilling will equip them to thrive in this era while empowering them to focus on high-value pursuits such as collaboration and ideation—and ultimately, achieve a healthy work-life balance. And for the agency itself, it means deepening its commitment to future-proofing, ensuring it navigates industry shifts with both agility and responsibility.
“We’re inviting partners, clients, and the creative community to help shape what’s next,” says Arvon Fernandez, Managing Director of Propel Manila. “Explore the tools. Join the conversation. Give feedback. Share ideas for innovation and take part in learning and development opportunities. Let’s co-build and grow this movement together.”
“AI is only as powerful as the people who use it.”