AI headlines the 54th national marketing conference
Published Sep 22, 2025 12:25 pm
Standing From Left to Right: Mr. Manny Rodil, PMA Board Secretary, President Lite Xpress International Inc., Ms. Myra Miranda, PMA Director for Gov’t and Consumer Affairs, President, Got It All Marketing Corporation, Ms. Cha Diaz, PMA Treasurer, Co-Founder and Marketing Director, Artisano Studio, Ms. Jelo Reyes, PMA Director PR and Corp Comm., Consultant, Business Development and Marketing, Philippine Business Coalition for Women Empowerment, Ms. Yayu Javier, PMA Former President, NMC Adviser, President and COO, Avanza Inc., Ms. Gwen Albarracin, PMA Former President, NMC Adviser, President and CEO, Center for Pop Music Phils., Seated from Left to Right: Ms. Mitch Ballesteros, Sales, Marketing and Exhibit NMC, Chief Marketing Officer, Ex-Link Management and Marketing, Ms. Cristy L. Oreta, PMA President, President and CEO, e-Management for Business and Marketing Services, Ms. Faye Arellano-Martinez, PMA EVP and NMC Director-in-Charge, President and CEO, AQAdvertising Inc., Mr. Lucien C. Dy Tioco, Over-all Chairman, NMC, Executive Vice President, Philstar Media Group, Ms. Joanna Mojica, Program Chair NMC, President, Amplif AI Media Services, Mr. Vince Reyes, Production Chair NMC, Managing Director, Executive Decisions
From its distant, futuristic concept, which we often see in Hollywood movies, artificial intelligence (AI) is slowly becoming an integral part of Filipino lives, giving a whole new life and meaning even to the smallest appliances in our households. A technological advancement overshadowed by confusion and a threat to human capability, AI was originally meant to provide quick and easy access to information, as well as convenience in our daily lives. Yet, the Philippines remains far behind its full capacity, underscoring the opportunities it provides.
In the recent study conducted by the Philippine Institute for Development Studies (PIDS), only 14.9% of Philippine firms are using AI tools. With adoption concentrated in large companies in urban centers, particularly in the information and communications Technology (ICT) and business process outsourcing (BPO) sectors, AI usage in the Philippines lags despite having 90.8% of establishments in the country owning computers and 81% having internet access, as shared by the Philippine Statistics Authority (PSA). Among the industries that are reported to remain distant to the use of AI are micro, small, and medium enterprises (MSMEs).
With MSMEs serving as the backbone of the Philippine economy, its impact to the daily lives of Filipinos remains significant, providing 63% of employment to the Philippine workforce, and contributing about 40% to the country's Gross Domestic Product (GDP).
“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,” shared Ma. Cristina Llacer-Oreta, CPM, 2025 Philippines Marketing Association President.
AI within our reach
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 select and established names 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.
Happening this Oct. 23, 2025, at the Hilton Manila, Newport World Resorts in Pasay City, the NMC will share insights on the impact of AI in business and how AI and neuromarketing or the practice of using neuroscience and cognitive science to understand consumer motivations, preferences, and decision-making, can help make marketing more human. The conference will also delve on how AI is reshaping innovation and competitive advantage in marketing, as well as real-life stories from business owners who successfully transformed their businesses through intelligent creativity.
Deep-dive and hands-on sessions will also take place to further understand the influence of AI in today’s marketing landscape and how marketers can create a meaningful and humanized approach to these AI results.
“While the challenge of embracing AI is still there, it is our responsibility to impart wisdom and knowledge not only to our people but also to our business partners, fellow marketers and most especially to our customers, hence, this year’s conference will be highlighted by our invited select key leaders who has the experience and ability to discuss the latest trends in AI marketing and how we can help our fellow Filipinos separate reality from virtual reality,” added Oreta.
A one-day event that aims to impart and discuss the latest confusion and uncertainty brought about by artificial intelligence, the 2025 NMC will serve as a platform for marketers, local businesses, especially MSMEs, to bridge the gap of creativity and technological advancement that will help propel their businesses and bring forth improved customer experience.
National Marketing Conference is an annual event of the Philippine Marketing Association that brings together marketing experts, business leaders, and individuals to talk about the latest marketing trends and practices globally. It is the most-awaited conference in the field of marketing in the country and is considered to be the official gathering of marketers.
To know more about the 54th National Marketing Conference, you may visit this link.
The Philippine Marketing Association is a strong pillar of support and source of direction for marketers in the Philippines and across the region, with a vision of being the catalyst and advocate of world-class marketing practices in business, industry, and the academe in the Philippines in the global arena. To know more about the Philippine Marketing Association, you may visit its official website: https://philippinemarketing.org.