Village Connect
Once viewed as a far-off concept reserved for science fiction, artificial intelligence (AI) has steadily made its way into the everyday lives of Filipinos. From powering basic household appliances to streamlining global industries, AI is no longer a futuristic dream—it is a present reality shaping how businesses, communities, and individuals live and work. Yet, while the world races ahead in harnessing its full potential, the Philippines is still catching up.
A study by the Philippine Institute for Development Studies (PIDS) revealed that only 14.9% of Philippine firms currently use AI tools. Adoption is largely concentrated in large corporations in metropolitan areas, particularly within ICT and BPO industries. Despite data from the Philippine Statistics Authority (PSA) showing that 90.8% of establishments own computers and 81% have internet access, the country’s micro, small, and medium enterprises (MSMEs) remain distant from AI integration. This gap is critical, given that MSMEs account for 63% of national employment and nearly 40% of the country’s GDP.
Recognizing both the challenges and opportunities of this digital shift, the Philippine Marketing Association (PMA) is placing AI at the heart of its flagship event—the 54th National Marketing Conference (NMC). Set on October 23, 2025, at Hilton Manila, Newport World Resorts, the event will run under the theme: “AI-NABLED MARKETING: Artificial Intelligence Inside Out.”
According to PMA President Ma. Cristina Llacer-Oreta, CPM, the conference aims to champion a “future-ready Philippines” by empowering marketers and entrepreneurs, particularly MSMEs, to embrace AI as a driver of resilience and innovation. “We are looking forward to a stronger, future-proof MSME industry that will not only shape our economy but also improve the lives of millions of Filipinos,” she said.
The conference promises a robust agenda featuring industry leaders and experts from both local and international spheres. Sessions will cover AI’s impact on marketing strategies, customer engagement, and competitive advantage. Discussions on neuromarketing—which uses neuroscience to understand consumer behavior—will also highlight how AI can make marketing more human, rather than less.
Beyond thought leadership, the NMC will provide hands-on sessions and real-world case studies. Attendees will hear from business owners who have successfully integrated AI-driven creativity into their operations, transforming their customer experience and market reach. For Oreta, this is essential: “It is our responsibility to impart wisdom not just to marketers but to business partners, MSMEs, and customers. Through this conference, we hope to help Filipinos distinguish between hype and reality in AI.”
The National Marketing Conference has long been regarded as the country’s premier gathering for marketing professionals, a venue where trends and ideas converge to set the direction for the industry. By dedicating its 54th edition to AI, the PMA underscores its role as a catalyst for world-class practices and as a guiding voice for businesses navigating uncertainty.
As the Philippines looks to close the gap in AI adoption, this year’s NMC serves as a timely platform—bridging creativity, technology, and human connection to shape a more competitive and inclusive future.
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