Artificial intelligence is no longer a distant concept—it is already reshaping how Filipinos work and consume. From HR tasks that can now be automated in minutes to predictive algorithms that anticipate customer needs before they are even expressed, AI is steadily becoming an essential tool for marketers.
This reality sets the stage for the 54th National Marketing Conference (NMC), happening on October 23, 2025, at the Hilton Manila, Newport World Resorts in Pasay City. Organized by the Philippine Marketing Association (PMA), this year’s edition carries the theme “AI-enabled Marketing in the Age of AI,” bringing together industry leaders, entrepreneurs, creatives, students, and other stakeholders.
The conference is designed to be inclusive—particularly for micro, small, and medium enterprises (MSMEs). Breakout sessions will focus on content, commerce, and customer experience, allowing participants to tailor their experience according to their business needs. Topics such as live selling, influencer marketing, and AI-powered customer journeys will be discussed in depth.
“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, PMA president.
The press launch also highlighted the rapid adoption of generative AI. According to PMA’s research, 46% of Filipinos now use AI in their work, particularly in creative industries, administration, healthcare, and even manufacturing. While AI offers unprecedented efficiency, it also raises questions about human roles, ethics, and regulation.
For creatives and media professionals, AI tools are already capable of producing content that once required entire teams. Yet, speakers emphasized that AI should be seen as a complement, not a replacement.
“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,” Oreta said.
Panelists also discussed the current lack of formal regulations, noting that companies are “self-regulating” based on data privacy and intellectual property practices. Questions remain on how AI-generated materials will be assessed for originality, particularly in media and education.
Organizers also highlighted AI’s role in sustainability, pointing to examples in disaster response, communication continuity, and waste management, while noting AI’s environmental footprint.
The conference promises practical takeaways for businesses of all sizes. With expert speakers sharing insights from predictive AI algorithms to voice-assistance tools, attendees will learn how to incorporate technology into marketing strategies while maintaining the human connection that defines effective customer engagement.
The 54th NMC aims to equip participants with the knowledge, strategies, and confidence to navigate an AI-enabled future, reinforcing that technology—when guided by human insight—can elevate marketing and customer experience across industries.
