Hapinoy trains women 'sari-sari' store owners in AI
Published Sep 17, 2025 09:45 am
Social enterprise At1ndahan Inc., more popularly known as Hapinoy, has launched a pioneering artificial intelligence (AI) training program designed specifically for sari-sari store owners—most of whom are women—to help modernize their businesses and strengthen grassroots participation in inclusive economic growth.
“Our sari-sari store owners, especially women, are shaping inclusive economic growth in the Philippines,” Hapinoy president Mark Joaquin Ruiz noted in an interview on the sidelines of the AVPN Global Conference 2025 in Hong Kong last week.
Ruiz emphasized the importance of sari-sari stores in Filipino communities, noting that about 86 to 87 percent of owners are women. “Essentially, that’s one sari-sari store for every 100 Filipinos… They are the ones at the grassroots,” he explained.
“So if you want to talk about inclusive growth… number one, most of the store owners are women… and second, if you empower sari-sari store owners, you’re really reaching the grassroots,” Ruiz said.
Hapinoy’s AI training initiative is backed by the AI Opportunity Fund: Asia-Pacific, a joint initiative of Singapore-based social investors network AVPN Ltd., global tech giant Google’s philanthropy arm Google.org, and the Manila-based multilateral lender Asian Development Bank (ADB).
Ruiz said this AI program is meant to give store owners practical tools they can apply immediately in their daily operations. “We teach them Google Gemini, Meta AI, ChatGPT... very simple, very practical.”
According to Ruiz, participants are already finding creative ways to use AI in their stores. “We’re seeing store owners generating posters and images for their stores, helping them track their sales, their budget, visualizing their store, getting advice,” he said.
But he was quick to note that the training is not just about teaching new AI tools; it also addresses responsible use of emerging technologies. “There are always challenges... how to use [AI] responsibly and also to understand, don’t believe everything it says... be careful. That’s part of it,” Ruiz said.
The AI curriculum integrates digital literacy, cybersecurity awareness, and critical thinking skills, particularly against misinformation, Ruiz said, adding that sari-sari store owners are taught how to verify AI-generated information and to guard against potential risks such as scams or manipulated content.
This AI training consists of five modules spread over one month. It combines live webinars, Facebook learning groups, chatbot-guided exercises, and gamification principles to encourage active participation.
“We also believe the best way to learn is to apply it,” Ruiz said, stressing that practical application of AI is a core element of the program.
Hapinoy piloted the project in July and has already trained 1,000 sari-sari store owners in AI use to date. It aims to reach more than 12,000 sari-sari store owners by early next year, Ruiz said, signaling a large-scale digital upskilling initiative for micro-retailers.
Ruiz believes that AI can be a transformative tool for sari-sari stores, which have long been considered the backbone of neighborhood retail in the Philippines. “If you now unlock and introduce the power of AI for a sari-sari store owner, I think this is the next generational wave that can be unlocked for them,” he said.
The Hapinoy chief pointed out that sari-sari store owners, as women entrepreneurs, contribute not only to their families’ livelihoods but also to the broader goal of inclusive economic growth. “They’re absolutely critical. They are at the frontline of grassroots economies.”
“With AI, sari-sari stores are not just keeping up with the times—they’re becoming future-ready enterprises at the heart of Philippine communities,” according to Ruiz.