Artificial intelligence (AI) and advancements in 5G connectivity are reshaping the marketing and advertising landscape in the Philippines, according to Kristine Go, senior vice president for Wireless Consumer Business at Smart Communications Inc.
“The media landscape dramatically evolves every second, and we don’t even realize it,” Go said during her keynote at MMA Impact Philippines.
Her keynote, “Shifting Paradigms: The Future of Media, Marketing, and Advertising in the Philippines,” highlighted key trends transforming the industry.
She identified five major shifts: digital becoming the norm, individuals acting as marketing channels, challenges of a siloed digital world, the value of personal data, and the early potential of AI.
“With digital becoming mainstream, describing the media reality as ‘fast-paced’ is an understatement,” Go said.
Go attributed the rapid digitalization in the Philippines to the pandemic, which drove smartphone adoption and boosted social media and video streaming.
“In mobile-first Philippines, people spend about a third of their day on their smartphones,” she said.
Go noted that 5G connectivity enables uninterrupted gaming, streaming, and even outdoor livestreaming, empowering regular individuals to influence others online.
“5G offers solutions to modern advertising challenges, from precision targeting to creating interactive ads,” she added.
AI is also expected to play a transformative role. “My fearless prediction is that AI will become mainstream faster than we think,” Go said, pointing to its potential in education and advertising. However, challenges remain, including balancing the use of personal data with consumer privacy. “While many want personalized experiences, they also prefer to stay anonymous online,” she said.
Go emphasized the importance of brands adapting to these changes by creating relevant and platform-specific content to remain effective.