The New Diskarte: How Filipino Moms Are Using AI to Grow Their Businesses

Gemini Academy attendees gather around for a collaborative, hands-on activity. During the session, participants explored how to integrate various Google AI tools into their daily operations to elevate their local businesses.

For years, the conversation around empowering women has centered on one word: access. We talked about access to education, the internet, and the global marketplace. But as the world changes, so does the definition of being "connected."

Today, a new digital divide is emerging. It isn't just about who has an internet connection. It's about who knows how to use and maximize the digital tools at their disposal. As artificial intelligence (AI) begins to reshape how we work, learn, and grow our businesses, the goal is shifting.

It’s no longer enough just to be online. To truly thrive, women need the skills and confidence to lead in an AI-driven world.

Moving Beyond the Connection

Through a collaboration between PLDT Home’s Madiskarte Moms PH (MMPH) and Google, the second Gemini Academy for mompreneurs was recently held to bridge this gap. Building on last year’s introduction to AI, the program focused on practical use, showing participants how AI can support their businesses and help them stay competitive in a fast-changing digital landscape. It also encouraged women to become #maAIdiskartemom, embracing innovation by using AI tools.

While "AI" can sometimes sound like a complicated term reserved for tech experts, Gemini Academy is proving that these tools are actually for everyone. Most especially for mompreneurs who are balancing their family life and work, while looking to reach more customers. AI is a partner that helps get things done faster and more creatively.

Cheryl Maxine P. Loyola, AVP & Head, PLDT Home Marketing PR and Brand Advocacy 

“AI is no longer limited to large enterprises. It is for everyone, and we need to embrace it. Today, it goes beyond being a tool. It becomes a partner that helps you write product descriptions in seconds, respond to customers with confidence, create content, and support your day-to-day operations,” said Cheryl Maxine Loyola, AVP and Head of Public Relations and Brand Advocacy at PLDT Home.

“When you put tools like Gemini in the hands of women who are already 'madiskarte', you do more than improve productivity. You unlock potential.”

Tools for the Modern Filipina

The Gemini Academy has always focused on making technology approachable. It also recognizes the efforts of mompreneurs who have leveraged AI to grow their businesses, such as mom ambassadors Princess Alvarez of ISLA Everything Accessories and Jenielyn Sicabalo-Nieva of MP Nieva's Flower Shop. 

Princess successfully built a custom pricing calculator and business tracker from scratch with the help of Gemini. This gives her a real-time view of her business profitability without a technical background. Jenielyn also utilized Gemini to do deep research into bouquet trends and innovative "add-on" gift ideas. This keeps her up to date on the latest market trends, so she can consistently offer fresh gift ideas to customers.

These stories reflect a broader shift in how Filipino women are redefining entrepreneurship in the digital age.

Daphne Gripal Abello, Manager, PLDT Home Marketing PR and Brand Advocacy

 

“What we’re seeing today is a new kind of ‘diskarte’—one where Filipina entrepreneurs are not just adopting technology, but using AI to lead, innovate, and scale their businesses with confidence, and ultimately lead their own success story,” said Daphne Gripal Abello, Manager, PLDT Home Marketing PR and Brand Advocacy.

During this year’s Gemini Academy with PLDT Home’s MMPH, participants discovered how other innovative Google products can simplify their day-to-day business tasks, such as NotebookLM, which serves as their personal assistant, helping organize notes, understand complex documents, and brainstorm ideas. Music generator Lyria and AI image editor Nano Banana can open up new worlds of creativity, helping users explore music and media in ways once possible only with expensive equipment. While AI marketing tool Pomelli is designed to help streamline tasks and improve how they interact with digital information.

Through digital mastery, women are moving from learning the basics to dominating the digital space. They are now finding ways to automate information so they can focus on what they are passionate about

Participants proudly share their work following the hands-on activity. They demonstrated how quickly mompreneurs can supercharge their brands and craft compelling, professional stories using Google AI tools. 

Celebrating the "Diskarteng AI"

The mission doesn't stop at training. Empowerment also means recognition. During the program, it was announced that next year’s Gawad Madiskarte, the annual awards ceremony of PLDT Home’s MMPH that honors the grit and ingenuity of Filipina entrepreneurs, will include the Diskarteng Digital Award.

This category will honor women who have successfully integrated AI into their businesses, demonstrating that "diskarte" today is about more than just hard work—it's about being innovative and creative with the best available technology. 

Prep Palacios, Google Philippines Country Manager.

"The award will recognize the mompreneur who can best leverage AI to scale her business. We want to show that a modern Filipina entrepreneur is not just a participant, but a leader in the global digital landscape. This is our way of celebrating your growth and AI mindset," said Prep Palacios, Google Philippines Country Manager.

Why This Matters Now

If we don’t prioritize AI literacy for women today, we risk leaving them out of the most important economic conversations of tomorrow. Empowerment is about having a seat at the table, and in 2026, it’s all about maximizing digital potential.

By turning connectivity into capability, PLDT Home’s MMPH and Gemini Academy are ensuring that Filipino women aren't just spectators in the tech revolution. They are the ones leading it. It’s time to move beyond just getting online. It’s time to take charge.

To know more about PLDT Home’s Madiskarte Moms PH, join the Facebook community and follow the official page.

Filipina Moms Power 66% of Businesses—Scaling Still Out of Reach for Many

Filipina entrepreneurs—many of them mothers—are powering the Philippine economy, owning 66% of existing businesses and 62% of newly registered enterprises. Yet despite this outsized contribution, many women-led MSMEs struggle to scale due to limited access to capital, gaps in digital adoption, and the challenge of balancing business and family responsibilities.

Despite their strong presence, many women-led enterprises remain constrained—highlighting the need for more coordinated support systems to help them grow and scale sustainably.

At the recent 4th Gawad Madiskarte, leaders from government and development organizations emphasized a clear call: resilience alone is not enough. Filipina entrepreneurs need stronger institutional support to scale.

Mayor Joy Belmonte of the Quezon City Government 

Quezon City Mayor Joy Belmonte highlighted the role of local governments in helping entrepreneurs transition from informal ventures into scalable enterprises. Programs like “Pangkabuhayang QC” provide capital assistance and mentorship to support business formalization and growth.

“Our goal is to guide entrepreneurs as they grow into formal enterprises that can create more opportunities,” Belmonte said, adding that support systems such as accessible childcare services are equally critical in enabling mothers to focus on innovation and expansion.

UN Women Philippines Country Programme Coordinator Rosalyn Mesina

Echoing this call, UN Women Philippines Country ProgrammeCoordinator Rosalyn Mesina described investing in women entrepreneurs as a “smart macroeconomic strategy,” noting that many remain underserved despite their significant presence in the MSME sector.

“Women entrepreneurs must not only be supported, they must be seen, recognized, and protected within the system,” Mesina said, calling for gender-responsive policies and stronger leadership commitment.

Meanwhile, Philippine Commission on Women Chairperson Ermelita Valdeavilla pointed to digital inclusion as a critical growth driver. Programs such as Elevate AIDA are already equipping women with skills in artificial intelligence and data annotation, opening up new income opportunities, particularly for those working from home.

Marking its fifth year, PLDT Home’s Madiskarte Moms PH (MMPH)—now one of the largest mompreneur communities in the Philippines with over 228,000 members—is strengthening its role as a key enabler of growth, supporting women from startup to scale through training, mentorship, and community.

Menardo “Butch” Jimenez Jr., Chief Operating Officer and Chief Technology Officer

“At its core, entrepreneurship goes beyond hitting sales targets. It is about building a strong support system that empowers entrepreneurs to sustain growth, overcome challenges, and scale with confidence, so they can better serve Filipino communities and contribute meaningfully to the nation’s progress,” said Menardo “Butch” Jimenez Jr., Chief Operating Officer and Chief Technology Officer of PLDT.

Through training, mentorship, and peer support, MMPH helps women launch and grow their businesses. The platform also spotlights success stories through its annual Gawad Madiskarteawards, recognizing outstanding mompreneurs across different stages of business.

From home kitchens to online marketplaces, Filipina mompreneurs continue to turn small spaces into thriving enterprises— uplifting families and communities along the way.

But unlocking the full potential of women-led MSMEs will require more than resilience. It will take coordinated action across government, private sector, and communities to ensure these businesses not only survive, but scale.

As MMPH enters its fifth year, the message is clear: investing in the Filipina entrepreneur is not just a social good. It is an economic imperative.

PLDT Home Honors Mompreneurs Transforming Communities at the 4th Gawad Madiskarte

PLDT Home recently concluded its 4th Gawad Madiskarte Awards, celebrating the resilience, creativity, and entrepreneurial spirit of Filipino mompreneurs who continue to make meaningful contributions to their communities. Since its launch in 2020, the initiative has grown into a powerful platform that recognizes mothers who successfully balance family life while building impactful businesses.

Present during the celebration were (from left) John Y. Palanca, Senior Vice President and Head of Home Consumer Business, PLDT Inc.; Rosalyn Mesina, Country Programme Coordinator, UN Women; Sheena Marie Mallari, owner of Jakesheen Homemade Spreads; Lanie Abanes Geronimo, owner of Ecobum Cloth Diapers; Melanie Medrano, owner of Gramworth Enterprises Inc.; Elsie Espiritu, owner of Kamagong Woodworks; Rambie Go, owner of Rambie’s Collection; Ina Pineda, VP and Head of Marketing Communications, PLDT Home; and Cheryl Maxine Loyola, AVP and Head of Public Relations and Brand Advocacies, PLDT Home.

Now marking its fifth year, the growing community, together with partners from UN Women and the Philippine Commission on Women, launched its empowering campaign “Panahon Mo Na,” a rallying call for mothers who have quietly built businesses while caring for their families. The message is simple yet powerful: it is time for mompreneurs to take pride in what they have built and confidently embrace their identity as entrepreneurs. 

This spirit is reflected in the growing Madiskarte Moms PH (MMPH) community, which now has over 227,000 members supporting one another through shared experiences, mentorship, and digital empowerment.

PLDT Home emphasized the role of connectivity in enabling these women to succeed, noting that beyond business growth, it also supports the everyday resilience of mothers navigating both family and enterprise. 

“At PLDT, we believe that reliable connectivity is a powerful enabler of growth. When mompreneurs are equipped with the right digital tools and supported by a strong community, they are able to expand their businesses, create opportunities, and uplift others,” said Menardo “Butch” Jimenez Jr., PLDT Chief Operating Officer and Chief Technology officer.

Honoring Heart and Hustle: The PLDT Home 4th Gawad Madiskarte Winners

This year’s awards recognized outstanding mompreneurs across several categories, showcasing the diversity of industries and impact within the community.

Diskarteng  Fiber Biz winner, Rambie Go, with presenter and judge Prep Palacios, Google Country Manager and PLDT executives

The Diskarteng Fiber Biz award was given to Rambie Go of Rambie’s Collection, whose handcrafted accessories made from upcycled materials promote sustainability while creating livelihood opportunities for fellow mothers. “I am happy and grateful for this award as this recognizes the growing interest in sustainable fashion and inspires fellow moms to start small,” said Go.Diskarteng Angat (Start-Up) winner, Sheena Marie A. Mallari,  with presenter and judge Melissa Yeung-Yap, CEO of Greenstone Pharmaceutical and PLDT executives 

For the Diskarteng Angat (Start-Up) category,Sheena Marie A. Mallari of Jakesheen’s Homemade Spreads was recognized for crafting a variety of rich and creamy yema spread flavors. “Every challenge you face is part of your journey. Stay positive, stay consistent, and keep going,” said Mallari.

Diskarteng Angat (Scale-Up) winner, Melanie A. Medrano,  with presenter and judge Anna Meloto-Wilk, President and Co-Founder of Human Nature and PLDT executives

The Diskarteng Angat (Scale-Up) award was presented to Melanie A. Medrano of Gramworth Enterprises Inc., whose healthy, easy-to-prepare instant cacao drink products support local farmers through ethical trade practices. “I want to say mabuhay to every Filipina. I believe that each of us has the diskarte, faith, and the support of our community to succeed,” said Medrano.

Diskarteng Eco-Friendly (Start-Up) winner, Lanie Abanes Geronimo,  with presenter and judge Ces Oreña-Drilon, broadcast journalist and news anchor and PLDT executives

Lanie Abanes Geronimo of Ecobum Cloth Diapers won the Diskarteng Eco-Friendly (Start-Up) award for her locally made cloth diapers designed to help prevent skin irritation among infants. She started the business after the heartbreaking loss of her baby, turning her grief into a purpose-driven venture. “I’d like to congratulate all the mothers present. Each one of us has a story worth celebrating,” Geronimo said. 

Diskarteng May Puso  (Scale-Up) winner, Elsie Camille Espiritu,  with presenters and judges Bernadette “Bidibidi” De Los Santos, Executive Director of the Philippine Council for Agriculture and Fisheries (PCAF) and PLDT executives

Elsie Camille Espiritu of Kamagong Woodworkz received the Diskarteng May-Puso (Scale-Up) award for her mom-led business, which creates handcrafted woodworks for homes and enterprises. “I was at a low point during the pandemic, but the Madiskarte Moms PH community inspired me to start earning and build a business born from my husband’s and my shared passions,” Espiritu shared.

With over 200 nominations received, the awards highlighted the diversity and innovation within the mompreneur community. Winners received cash prizes and specially designed trophies by Filipino visual artist Eric Masangkay, while finalists were also recognized for their achievements, reinforcing the program’s inclusive and supportive approach.

The distinguished panel of judges included Menardo “Butch” Jimenez Jr., Chief Operating Officer and Chief Technology Officer, PLDT Inc.; Ces Oreña-Drilon, broadcast journalist and news anchor; Bernadette “Bidibidi” De Los Santos, Executive Director of the Philippine Council for Agriculture and Fisheries (PCAF) and owner of Bidibidi Enterprise; Prep Palacios, Country Manager of Google Philippines; Anna Meloto-Wilk, President and Co-Founder of Human Nature; Melissa Yeung-Yap, CEO of Greenstone Pharmaceutical; and Angela Chen-Delantar, Chairperson and Co-Founder of Eskwelabs. Their expertise and experience provided valuable insight in evaluating the finalists’ entrepreneurial journeys and the impact of their businesses.

More than an awards ceremony, Gawad Madiskarte underscores the importance of empowering women through digital access and community support. By spotlighting these stories, PLDT Home continues to inspire more mothers to pursue entrepreneurship, proving that success is not only measured by profit, but also by purpose, perseverance, and the ability to uplift others.

As the program continues to grow, it stands as a testament to how heart and hustle can drive meaningful change, both within households and across communities.

Reinforcing this commitment, partners emphasized the importance of creating more inclusive opportunities for women entrepreneurs, noting that initiatives like Gawad Madiskarte help advance gender equality by enabling women to thrive both economically and socially.

Jimenez added, “What makes a Madiskarte Mom remarkable is not how she succeeds when things are easy, but how she moves forward when they are not.”

Mothers and aspiring entrepreneurs are encouraged to join the Madiskarte Moms PH community and be part of a growing network that empowers women to thrive in business.

“Panahon Mo Na”: Honoring Filipino Mompreneurs at the 4th Gawad Madiskarte Awards

 Behind every small business run by a mother is a daily balancing act, between managing a household, raising children, and building a livelihood. For many Filipina mompreneurs, entrepreneurship is not just about earning income but about creating opportunities for their families and shaping a future on their own terms.

Recognizing the resilience and determination of these women, PLDT Home’s Madiskarte Moms Philippines (MMPH)continues to empower mothers across the country through community support, learning opportunities, and programs that celebrate their achievements.

Now marking its fifth year, the growing community launches its empowering campaign “Panahon Mo Na,” a rallying call for mothers who have quietly built businesses while caring for their families. The message is simple yet powerful: it is time for mompreneurs to take pride in what they have built and confidently embrace their identity as entrepreneurs.

At the heart of this movement is Gawad Madiskarte, the flagship awards program of MMPH, these inspiring journeys take center stage. Now in its fourth year, the awards recognize outstanding mompreneurs who demonstrate creativity, resilience, and ingenuity in building and growing their businesses.

Inspiring Finalists of the 4th Gawad Madiskarte

This year’s finalists represent a diverse range of businesses built by mothers who have turned passion and perseverance into opportunity. For the Start-Up, Diskarteng Angat category, the finalists are Kianne Intila Telan of Creationz by Kianne, Mercedita T. Madrona of KusiNANAY's Food Products, and Sheena Marie A. Mallari of Jakesheen’s Homemade Spreads.

In the Start-Up, Diskarteng Eco-Friendly category, the finalists include Rambie Go of Rambie’s Collection, Lanie Abanes Geronimo of Ecobum Cloth Diapers, and April Rose Ocampo of Bounty Honey, whose businesses highlight sustainability and environmentally conscious practices.

Meanwhile, the Start-Up, Diskarteng May-Puso category recognizes Lara Dela Torre of LCP Studios, Elsie Camille Espiritu of Kamagong Woodworkz, and Rhiozeel Pomer of St. Pio Innovations Solutions Corp, entrepreneurs whose ventures reflect purpose-driven initiatives that create positive impact in their communities.

For the Scale-Up, Diskarteng Angat category, the finalists are Abigael M. Cruz of Momi Bigbig’s Kitchen, Sahara Carmona of Chits Plants and Flower Shop, and Melanie A. Medrano of Gramworth Enterprises Inc., whose growing enterprises demonstrate how mompreneurs can successfully expand their businesses while balancing family responsibilities.

Distinguished Panel of Judges

Selecting this year’s winners is a distinguished panel of leaders from business, media, and entrepreneurship.

The judges include Menardo “Butch” Jimenez Jr., Chief Operating Officer and Chief Technology Officer, PLDT INC., Ces Oreña-Drilon, Broadcast Journalist and News Anchor, Bernadette “Bidibidi” De Los Santos, Executive Director, Philippine Council for Agriculture and Fisheries (PCAF) and Owner, Bidibidi Enterprise, Prep Palacios, Country Manager, Google Philippines, Anna Meloto-Wilk, President and Co-Founder, Human Nature,  Melissa Yeung-Yap, CEO, Greenstone Pharmaceutical, and Angela Chen-Delantar, Chairperson and Co-Founder, Eskwelabs.  Their expertise and experience provide valuable insight in evaluating the finalists’ entrepreneurial journeys and the impact of their businesses.

Championing Women’s Empowerment and Leadership

Beyond the awards, the 4th Gawad Madiskarte will featurelearning sessions designed to inspire and equip mompreneurs with valuable insights on entrepreneurship, leadership, and women empowerment.

Among the distinguished resource speakers are Ma. Rosalyn “Lenlen” Mesina, Country Programme Coordinator of UN Women Philippines, and Ms. Ermelita Valdeavilla, Chairperson of the Philippine Commission on Women. Through their talks, they will share perspectives on advancing inclusive economic opportunities and strengthening the role of women entrepreneurs in nation-building.

These sessions aim to provide mompreneurs with both practical knowledge and inspiration as they continue to grow their businesses while balancing the demands of family life.

Celebrating the Heart of the Hustle

The winners will be announced during the 4th Gawad Madiskarte on March 28, 2026, at SEDA BGC, where outstanding mompreneurs will be honored for their achievements and contributions to the growing community of Filipina entrepreneurs.

Filipino visual artist Eric Masangkay holds the finished trophy for the 4th Gawad Madiskarte.

Awardees will receive cash prizes and a custom trophy designed by Filipino visual artist Eric Masangkay, whose sculpture captures the determination and dreams of mompreneurs striving to build better futures for their families.

Winners will take home P100,000 each, while the DiskartengFiber Biz Special Award winner will receive P50,000. Finalists will also receive consolation prizes of P25,000 each.

More than just an awards program, Gawad Madiskartecontinues to serve as a platform for recognizing the strength, creativity, and entrepreneurial spirit of Filipino mothers.

As the Madiskarte Moms community celebrates its fifth year, the message behind the campaign resonates strongly with mompreneurs everywhere:

Panahon mo na.

For more information, follow Madiskarte Moms PH on Facebook and join the growing community of Filipina mompreneurs.