Artificial Intelligence (AI) is becoming integral to Filipino lives, providing convenience and quick access to information. However, the Philippines remains far behind its full capacity, with only 14.9% of firms using AI tools. AI adoption is concentrated in large companies in urban centers, particularly in the ICT and BPO sectors. Despite having 90.8% of establishments owning computers and 81% having internet access, AI usage in the Philippines lags. Micro, small, and medium enterprises (MSMEs) are among the industries that remain distant from AI usage. The Philippines’ adoption of AI is primarily concentrated in large companies in urban centers, highlighting the potential of AI in improving daily life.
With MSMEs serving as the backbone of the Philippine economy, their impact on 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.
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 October 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 explore how AI is reshaping innovation and competitive advantage in marketing and 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 understand further 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.
The 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 the official gathering of marketers.
You may visit this link to learn more about the 54th National Marketing Conference.
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 learn more about the Philippine Marketing Association, visit its official website: https://philippinemarketing.org.
