I'm a Filipina working at the intersection of AI, automation, marketing, and operations.
Basically, I enjoy figuring out how things work, spotting what could work better, and building systems that make ideas easier to bring to life.
But that's just one part of who I am.
Laguna, Philippines
01 A little about me
Advertising & PR → Tech → AI Systems
Hi, I'm Abbey Paconla.
I spent four years studying Advertising and PR, only to leave the advertising industry five months into my first job. Not exactly the career plan I had imagined.
Soon after, I was invited to work with a technology company. I started with websites and digital marketing, then slowly found my way into conversational design and chatbots. That was my first real introduction to artificial intelligence.
And honestly, it scared me. Like many people, I worried about what AI could replace, how quickly it was changing, and where people would fit into all of it.
But the more I worked with it, the more I began to see a different possibility. Technology could be designed to serve people. It could make information easier to access, remove frustrating steps, support teams, and create better customer experiences. That changed the way I saw AI.
“I'm not a traditional developer, and I don't pretend to know everything about AI.
I'm someone who keeps learning, experimenting, asking questions, and figuring things out as I go.
02 What I do
That can mean connecting tools, organizing workflows, building AI agents, automating repetitive work, improving websites, or turning a messy process into something clear and usable.
I advise solopreneurs and enterprise teams on how to adopt and implement AI in ways that support real business goals. We identify useful opportunities, prioritize the right projects, and build a practical roadmap before investing in tools or development.
I do not only think about what the technology can do. I also consider the people using it, the problem behind it, how it fits into existing operations, and whether the system will remain useful after the initial excitement wears off.
03 Beyond the work
There is more to me than workflows, automations, and conversations with artificial intelligence. I care deeply about learning, sharing what I know, supporting local communities, and creating more opportunities for Filipinos to participate in technology and innovation.
My sister and I joined the Startup-Tailored Empowerment and People-focused Upskilling Project, a startup development program led by the Department of Information and Communications Technology. We entered with only the core idea for Tangkilik, a discovery platform that helps consumers find Philippine-made products and connect with local brands. Through the program, we learned how to turn that idea into a clearer platform and business model. More importantly, it gave me a place to ask questions, learn alongside other founders, and realize that I could represent an idea publicly even while I was still learning. Tangkilik was one of 10 startups that completed the 2023 CALABARZON cohort.
The opportunities that began with STEP UP eventually brought me onto two bigger stages. At the seventh Geeks on a Beach conference in Cebu, I represented Luzon in a fireside conversation and presented Tangkilik during a showcase of STEP UP graduates. Later, the Department of Information and Communications Technology's ICT Industry Development Bureau invited me to speak at the 9th Philippine Startup Challenge, which became my first formal speaking engagement. Together, these experiences helped me realize that I could do more than develop an idea behind the scenes. I could represent it publicly, share what I had learned, and help other aspiring founders feel more confident entering the startup ecosystem.
I volunteer and mentor through communities such as the Global AI Council and Digital Innovation for Women Advancement. I enjoy helping people feel less intimidated by technology, artificial intelligence, and the startup ecosystem. I want more people, especially women and Filipinos who may not initially see themselves represented in these spaces, to feel comfortable asking questions and exploring what is possible. You do not need to understand everything before you begin. Sometimes, you only need a welcoming place to ask your first question.
04 Things I talk about
AI without the unnecessary hype.
Building systems without being a traditional developer.
Marketing, operations, and the messy work behind making things happen.
Learning new tools without pretending to be an expert overnight.
Being a Filipina finding her place in technology.
Sharing what worked, what failed, and what I learned from it.
05 Media, events & other adventures
Speaking engagements, workshops, volunteer activities, startup events, media features, community projects, and the occasional photo where I look like I know exactly what I'm doing.
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