PUT OUT INTO THE DIGITAL DEEP: Compass Points from the International Conference on the Pauline Digital Apostolate

Setting Sail

Following in the footsteps of Saint Paul the Apostle and Blessed James Alberione—prophetic and innovative evangelizers who used every available means of communication to proclaim the Gospel—the Society of St. Paul from the English-speaking circumscriptions gathered for a conference under the theme “Digital on Mission: Connect, Communicate, Create.” Inspired by Jesus’ invitation to the first disciples, “Put out into the deep” (Luke 5:4), the gathering became an opportunity to launch the Pauline mission more boldly into the vast and shifting waters of today’s digital continent.

Held on November 17–21, 2025, at the Omnia+ Media Studio in Makati City and hosted by the Philippines–Australia Province, the international meeting sought to foster synodality in discernment, updating, planning, and formation on how the Pauline apostolate of social communication can engage the Church’s mission more faithfully and effectively, with particular focus on content creation, management, and sustainability in both print and digital formats.

Participants included representatives from the Philippines–Australia Province—Fr. Mario Sobrejuanite, SSP (Provincial Superior and Translator), Fr. Anthony John Javier, SSP (Conference Secretariat), Fr. John Klen Malificiar, SSP (Director General for Apostolate), Fr. Angelo Paolo Asprer, SSP (Creative Director), Fr. Andres Inting, SSP (Diffusion Director), Fr. Albert Garong, SSP (Marketing Manager), Fr. Edward Dantis, SSP (Programming Director for Digital Media), Fr. Keiv Aires Dimatatac, SSP (Audiovisuals Manager), Fr. Ronel Delos Reyes, SSP (E-Commerce Manager), and Fr. Anthony Capirayan, SSP (Australia Community Delegate).

International delegates included General Councilor Fr. Valdecir Uveda, SSP (Rome), Fr. Sebastian Varkey Kanayammakunnel, SSP (India), Fr. Renold Pascal Irudayaraj, SSP (India), Bro. Takahito Tokuda, SSP (Japan), Post. Chu Bá Minh, SSP (Japan), Post. Le Van Minh (Japan), Fr. Thomas Devasia Perumparambil, SSP (Ireland), Fr. Choi Kiyoung Giovanni, SSP (Korea), and Fr. Baek Keatae Ambrogio, SSP (Korea). Joining them were representatives from the Daughters of St. Paul Philippines–Malaysia–Thailand: Sr. Ma. Josefa San Luis, FSP, Sr. Parichat Jullamonthon, FSP, and Sr. Josephine Tablante, FSP.

Charting New Horizons

Superior General Fr. Domenico Soliman, SSP set the direction of the Assembly by reminding participants that Pauline consecration finds its deepest meaning in proclaiming the Gospel—echoing Saint Paul’s bold conviction: “Woe to me if I do not preach it!” (1 Corinthians 9:16). He emphasized Artificial Intelligence (AI) as a crucial pastoral tool and a vital new frontier for evangelization, describing it as “an opportunity for transformation” that challenges Paulines not merely to become influencers but “creators of something new” who generate stories, encounters, faith, and fraternity across all forms of communication.

Drawing from Saint Paul’s readiness to cross new frontiers upon hearing the Macedonian plea—“Come over to Macedonia and help us” (Acts 16:9)—Fr. Soliman urged participants to embrace that same apostolic discernment in practicing “charity in truth” (cf. 1 John 3:18), attuning their hearts to the emerging digital cries from the margins and responding with missionary creativity and courage.

Navigating the AI Currents

Dominic Ligot, a leading technologist and one of the Philippines’ foremost voices on Artificial Intelligence (AI), emphasized that AI is not a distant horizon—it is already reshaping how people live, work, and communicate. He explained that technological disruption is not new; AI is simply the latest wave in a long history of machines replacing or augmenting human labor. Ice harvesting once depended on manual ice miners until industrial ice plants—and later household refrigerators—made the practice obsolete. Switchboard operators who manually connected calls, as well as “human computers” who performed complex calculations, were eventually replaced by mechanical and digital systems. These shifts reveal a consistent pattern: technology takes over repetitive tasks while opening new spaces for human creativity, judgment, and problem-solving. The real obstacle, Ligot stressed, is not innovation itself but the human instinct to resist change and cling to familiar systems.

Ligot identified four major types of AI transforming today’s workflows: Robotic Process Automation (RPA) for repetitive tasks; traditional machine learning for pattern recognition; generative AI for producing new content; and agentic AI, capable of autonomous task execution and decision-making. These tools enhance efficiency and elevate content quality, enabling humans to focus on mission, strategy, and creativity. Yet they also introduce new vulnerabilities, from privacy concerns to job displacement and even emotional dependence on AI systems. The central challenge, Ligot argued, is achieving true “AI maturity”—a balance of technological capability and leadership culture. Organizations must evolve beyond AI novices (skeptical, experimenting minimally), AI conservatives (slow adopters with limited use), or AI fashionistas (many tools but no coherent strategy), and grow into AI-savvy communities that unify awareness, aptitude, adaptability, and mission-oriented leadership.

Amplifying Echoes

Rappler multimedia journalist and academic instructor Paterno Esmaquel II spoke about the challenges and opportunities for Catholic communicators and content creators in the future, reminding them that “mission flows from a deep reservoir of faith and experience.” To be truly Catholic—universal, outward-looking, and inclusive—communicators must speak not only to Catholics but also to non-Catholics and even non-believers. Echoing Jesus’ words, “You are the salt of the earth… You are the light of the world” (Matthew 5:13–14), he emphasized that authentic communication must illuminate, preserve, and uplift, grounded in personal encounter with Christ.

Esmaquel highlighted three essential intersections for meaningful engagement: the meeting point between personal faith and public life—including political, economic, social, cultural, environmental, and international spheres; the convergence of media platforms, where collaboration takes precedence over competition; and the intersection within communities, especially among the voiceless and the vulnerable. He challenged Catholic communicators to be “salt”—not by drawing attention to themselves, but by amplifying the stories of others, particularly those of the marginalized, so that their voices may be heard, valued, and brought into the light.

Steering the Course

ABS-CBN social media editor and teacher Erik Tenedero spoke about the evolving role of the editorial director, underscoring the realities of today’s fragmented, fast-paced, and algorithm-driven media environment. Information is abundant while attention is scarce; audiences now participate, challenge, and co-create content. Editors must therefore manage communities, balance platform fluency with ethical grounding, confront disinformation, and uphold credibility in a digital landscape where truth often competes with hyper-partisan narratives. They must also be AI-augmented—skilled in emerging tools, guided by strong ethical frameworks, and transparent in their use—while interpreting story performance across platforms and discerning audience intent. Trust, Tenedero emphasized, is the new currency: earned through transparency, accountability, and genuine human connection. Success today is measured not merely by reach, but by impact, engagement, and the confidence of the communities one serves.

Tendero stressed that the editorial director of the future is far “more than a gatekeeper.” They are “orchestrators of people, platforms, data, creativity, and public trust”; sense-makers who clarify complexity; community builders who cultivate dialogue; innovators who integrate AI and multi-format storytelling with integrity; and mentors who help cross-generational teams adapt and grow. This vocation demands advanced editorial judgment, audience intelligence, data fluency, technological openness, multi-format storytelling, and deep ethical resilience. “The challenge is clear,” Tenedero affirmed. “Lead with curiosity, integrity, and adaptability—shaping not just stories, but the experiences, understanding, and trust of the audiences you serve.”

Measuring the Depths

Filmmaker and data analyst Sally Jo Bellosillo spoke on strategic management in publishing and data-driven decision-making under the theme “Turning Metrics into Meaning in the Digital Publishing Age.” She described the “sunset of the bookstore era,” where traditional bookshops thrived on curation and community but often lacked measurable insights, relying more on intuition than data. Using Amazon as a case study, she explained how behavioral metrics—searches, clicks, dwell time, conversions, and engagement—enabled data-driven disruption. Amazon did not merely sell books; it studied readers, transforming behavior into actionable insight. Bellosillo traced the industry’s evolution from intuition (“We think readers will like this”) to metrics (“Data shows readers like this”) to analytics (“Readers learn better when content adapts”), emphasizing that the next generation of publishers must measure not just what people buy but how they grow as readers.

Bellosillo further noted that strategic management requires aligning vision, people, content, and data across editorial, marketing, operations, technology, and analytics. Data serves as a decision-support system, providing clarity on audience behavior, revenue, editorial performance, and operational efficiency. Bellosillo also outlined practical ways to strengthen an online presence—establishing verified accounts on platforms such as Amazon, Shopee, and Lazada, and regularly monitoring performance through analytics dashboards. Her central message was clear: “Future-ready publishing is agile, analytical, and audience-centric… purpose starts publishing, data sustains it,” blending editorial instinct with data intelligence to support both mission and growth.

Fortifying the Vessel

Executive Director of Shepherd’s Voice Radio and TV Foundation and Publications, Randy Borromeo, spoke on “Sacred Innovation: Building Systems That Let the Gospel Run Faster.” He emphasized that innovation is apostolic, rooted in the Pauline charism and biblical mandate, and essential for digital evangelization. Before implementing tools or systems, openness to the Spirit and fidelity to the mission must guide every action. Innovation is not optional; it is a call to adapt and create, ensuring that evangelization remains dynamic and effective.

Borromeo highlighted practical tools for editorial and organizational management. ERP (Enterprise Resource Planning) promotes clarity, transparency, and sustainability; BPM (Business Process Management) refines workflows and ensures editorial harmony; ECM (Enterprise Content Management) structures content to preserve and protect the message. Emerging tools, including AI, act as “multipliers of mission,” expanding capacity, reducing manual labor, and freeing staff to focus on discernment, creativity, evangelization, and formation. As he concluded: “The tools change, the mission doesn’t. Stay married to your mission; be ready to divorce your strategy.”

Mapping Minds

Strategic communication consultant and Brave Creators Lab founder Kia Alvarez-Abrera emphasized the importance of purpose-driven digital evangelization in her talk on “Digital Communication: Evangelizing, Training, and Dialogue.” A licensed neuroplasticist, she urged communicators to “create from truth, not trends,” noting that people “don’t scroll for content—they scroll for meaning.” Virality fades, she explained, but value transforms. Attention is a psychological process, not a platform feature, and merely posting online does not guarantee impact. She identified common creative barriers—feeling “not creative enough” or believing one’s story “isn’t good enough”—as internal resistance that often prevents sharing God’s work. Stories remain powerful because the human brain is wired for narrative, and “different wounds need different stories.” She also stressed that brand is not defined by what one posts but by “what people perceive,” adding that many look outside the Church not because God is irrelevant but because “pain shapes perception.”

Abrera outlined the four stages of digital evangelization—Captivate, Connect, Convert, Continue—describing them as a cycle of relationship-building that mirrors missionary accompaniment: make a friend, be a friend, introduce that friend to Jesus, and help that friend grow. Captivate draws attention, Connect creates resonance, Convert leads to meaning, and Continue sustains community. Content that truly converts must be educational, entertaining, emotional, and engaging. She presented her 3H framework (Hook, Hold, Help) and the R.E.C.O.R.D. method (Relate, Empathize, Contextualize, Offer, Recommend, Develop) as practical guides for shaping communication that audiences understand and trust. She concluded by reminding communicators that “evangelization is invitation, not imposition,” and that digital ministry must always be rooted in consistency, clarity, and charity.

Sustaining the Voyage

Brandon Reluao, founder of RepublicAsia Media Inc. and now Special Envoy of the Philippines to Thailand, spoke on the sustainability of Catholic publishing in the digital era. He emphasized, “Catholic publishing is not dying — it is transforming. Today, faith content must meet people where they are: digital, mobile, global, and interactive.” Reluao noted that declining print circulation, rising production costs, the competing attention economy, and mobile-first consumption among younger audiences make digital evolution essential. Sustainability, he stressed, also requires recurring revenue and relevance for evangelization. While the message remains timeless, the medium must evolve to reach modern audiences.

Reluao outlined four sustainable business models for digital Catholic publishing: subscription platforms offering daily devotionals, Bible reflections, and audio homilies; digital products such as monthly reading memberships and spiritual mentorship; reading clubs and communities that provide courses, modules, and certifications; and online formation programs. He emphasized a hybrid ecosystem where content, community, courses, and subscriptions feed into one another. Technology enables evangelization through AI-assisted editing, social media optimization, mobile apps, analytics, and digital payments. Citing Ascension Press, Word on Fire, Hallow App, and The Bible in a Year podcast as examples, Reluao concluded: “Evangelization is communication. Communication today is digital. If St. Paul were alive today, he would be the first to master it. The message must remain eternal, but the method must meet the moment.”

Shaping the Flow

Award-winning content creator and educator Lyqa Maravilla spoke on exploring, creating, monetizing, and sustaining social media content, drawing from her decade-long journey in content creation. She emphasized purposeful creation, saying, “Creating with a purpose is the ultimate goal, not just creating for a purpose, and creating as a purpose.” Her approach follows the cycle of “Reach to Teach to Breach Barriers,” highlighting that content must connect meaningfully with audiences to make a real impact.

Maravilla stressed the importance of quality, watchability, and sustainability in digital content, noting that audiences stick with what’s familiar, not just what’s new. Effective content should educate, entertain, and empathize, following her Quick, Quippy, Quotable framework: Quick—hook attention with a question, image, statement, or movement; Quippy—sustain engagement through story, humor, metaphor, or example; Quotable—aim for conversion with a memorable line, call to action, or rhyme. She also addressed creators’ challenges—frustration, exhaustion, and resource depletion—and discussed monetization options such as advertising, affiliate marketing, and products, each with its limitations and ethical considerations. She concluded, “Creating with purpose isn’t about whether it’s difficult but whether it’s worth it.”

Anchoring Faith

In the Closing Mass commemorating the Presentation of the Blessed Virgin Mary in the Temple, Fr. Valdecir Uveda urged the Paulines to place God at the center of their lives and communities in order to be truly communicative. Drawing from the first reading, he recalled Judas Maccabeus and the people who purified and reconsecrated the Temple after times of profanation. The Gospel, he noted, reflects the same zeal, as Jesus drives out the sellers, restoring the Temple as a place of prayer, listening, and encounter.

Fr. Uveda highlighted Mary as the model Communicator—the living Temple or House of God—receptive, contemplative, and fully available to the Spirit. “God calls us not only to be purified, but inhabited; not only liberated, but consecrated,” he said. He encouraged the faithful to renew their “here I am” with humility and total availability, placing Jesus—and through Him, the people—at the heart of their mission.

Immersed in the Ocean

The delegates participated in interactive tours of the Inquirer Office, the Philippines’ leading print and online news organization, and ABS-CBN, one of the country’s largest broadcast networks with robust digital and multimedia platforms. They gained firsthand insights into current trends and practices across print, broadcast, and digital media in the age of artificial intelligence, even joining TV Patrol Express as guests to experience live news production.

The group concluded their visit with a cultural night in historic Intramuros, enjoying Filipino music and traditional dishes. They also drafted concrete priorities and recommendations to the General Government, reflecting on best practices and challenges from each circumscription. These exercises enabled them to connect theory with practice and envision pathways for innovation in communication.

The vast ocean of digital possibilities—and its potential perils—opened before the delegates, illuminated by divine promise and strengthened by fraternity, renewed vigor and vision. The words of Jesus, the Master, as the Way, the Truth, and the Life, resonated especially during the delegates’ common adoration in the Mary, Queen of Apostles Chapel: “Fear not, I am with you” (cf. Matthew 28:20)—the very words that inspired Saint Paul, Blessed James Alberione, and all the Pauline pioneers, visionaries, innovators, creators, and saints.

Today, the challenge for the Paulines is to forge this legacy into every screen and personal encounter, trailblaze new pathways through every signal, and touch every soul with a Gospel that is fearless, creative, and life-changing.