With the evolving digital landscape, the demand for artificial intelligence (AI) has never been more apparent. AI has redefined how Filipino lives are operating — from daily household chores to office tasks, it gives not just information but also convenience.
The 54th National Marketing Conference (NMC) hosted by the Philippines Marketing Association, which carries the theme “AI-NABLED MARKETING: Artificial Intelligence Inside Out,” is set to gather selected leaders and experts in the marketing industry locally and across the globe to tackle the latest effects of artificial intelligence on various business operations and how local business owners and marketers can learn from these.
“We are advocating for a future-ready Philippines, and along with these changes and technological advancements, we are looking forward to a stronger and future-proof MSMEs industry for the country that will shape not only our economy but also the lives of millions of Filipinos,” said Ma. Cristina Llacer-Oreta, CPM, 2025 Philippines Marketing Association President.
AI’s potential as an agent for progress has been overshadowed by confusion and being a potential threat to human capability. Hence, the forum aims to help Filipino marketers discover and understand AI’s potential while remaining human-centric.
“It is a call to action. We’re at a pivotal moment where technology and human creativity are converging in unprecedented ways.” Faye Arellano-Martinez, executive vice-president and director for NMC, said during the launch of this year’s conference. “The goal of this event is to really demystify AI and how it can be a powerful tool for enhancing and adapting our marketing strategies.”
For businesses, AI has become integral to their survival and growth. “The role of marketers today is no longer confined to creativity alone — it now requires mastery of data, technology, and consumer psychology,” the NMC’s Overall Chair Lucien Dy Tioco emphasized. “[AI] will not replace our creativity nor empathy. It will supercharge them and make things faster and easier for us, so we can focus on other strategic tasks.”
Bringing together entrepreneurs, marketers, and academics — the forum will feature international and local keynote speakers. Key conference sessions will cover: real-world applications for improving reach, personalization, and efficiency; leveraging neuroscience to decode Filipino consumer behavior and decision-making; and strategies that help brands stay ahead amidst disruption.
The 54th NMC will also include panel discussions, workshops, and interactive sessions that will focus on empowering Filipino businesses with tools, strategies, and insights to keep pace with the AI-driven economy.
