JuanUp 2026 puts AI adoption at center of business digitalization

• Contributed Photo

Artificial intelligence is becoming an increasingly important part of how accountants, small businesses, and other professionals operate, putting AI adoption at the center of discussions during JuanUp 2026.

Juan by JuanTax CEO Marvin Galang said this year’s event brings together accounting professionals, technology companies, business groups, legal experts, and small and medium enterprises as businesses navigate the growing use of AI and other digital technologies.

“The theme this year, whether we like it or not, is revolving around AI adoption,” Galang said.

Beyond technology

Galang explained that AI adoption is not limited to technology itself, but also involves businesses, people, behavior, and SMEs.

IN PHOTO: Juan by JuanTax CEO Marvin

“So that’s why we have people in the chamber, the accounting professionals, legal as well,” Galang said.

“And that’s how we identified and really selected people that can add value to the community.”

The Department of Trade and Industry (DTI), meanwhile, recognized the potential of emerging technologies to help Philippine SMEs expand their operations.

“Of course, we do recognize how the impact of new technologies in terms of being able to help scale our SMEs,” DTI Assistant Director Karl Lyndon Pacador said.

IN PHOTO: DTI Assistant Director Karl Lyndon Pacador

Pacador said the Philippines could learn from other countries that have leveraged new technologies to help businesses grow, while improving infrastructure and building partnerships with the private sector to guide SMEs through digitalization.

Galang said JuanUp traces its roots to the accounting profession, particularly the public practice sector, where technology can help automate processes from capturing and recording transactions to tax compliance.

He said traditional activities within the accounting community typically revolve around education, regulation, and taxation, prompting organizers about five years ago to create a different type of event that puts technology companies and their solutions in focus.

The first JuanUp was held online during the pandemic, with organizers initially expecting around 100 to 200 participants. Instead, Galang said around 1,000 people attended online.

For JuanUp 2026, registrations reached around 500 participants.

Business and tech leaders

Among the speakers were former Commission on Audit Commissioner Heidi Mendoza and Pacador, and Galang.

They were joined by Sergio Boero, president of the Italian Chamber of Commerce Philippines; Atty. Mark Gorriceta, chairman of Go Digital Pilipinas and managing partner of Gorriceta Africa Cauton & Saavedra; and Eldred Wee, founder of EDenity and co-founder of CSPN Singapore.

Other speakers included Eli Harrell, CEO of EmergePH; MK Bertulfo, founder of FHMoms; Atty. Dexter Feliciano, CEO of LEAI; Jerry Ilao, founder and CEO of the Philippine AI Business Association; Aristides “Jong” Merida, CEO of Insight TM Corp.; and Anne Francisco, president of PCCI-QC

JuanUp 2026 showcased solutions involving AI, electronic invoicing, point-of-sale systems, Legal AI, HR and payroll, accounting, and taxation as businesses seek to reduce manual work and improve efficiency.