TLDR: The 54th National Marketing Conference (NMC) in October 2025 will bring together over 500 marketers, entrepreneurs, and academics in Pasay City to explore the integration of AI in marketing. Hosted by the Philippine Marketing Association (PMA), the event aims to equip Filipino businesses, particularly MSMEs, with strategies to leverage AI while maintaining human creativity and cultural relevance. Discussions will cover AI’s practical applications, adoption challenges, and its role in shaping the future of marketing.
The Philippine Marketing Association (PMA) is set to host its 54th National Marketing Conference (NMC) on October 23, 2025, at the Hilton Manila, Newport World Resorts in Pasay City. The one-day event, themed ‘AI-Enabled Marketing: Artificial Intelligence Inside Out,’ is expected to convene over 500 marketers, entrepreneurs, and academics to delve into the transformative power of artificial intelligence in the marketing landscape. The conference’s primary objective is to empower Filipino businesses, especially micro, small, and medium enterprises (MSMEs), with actionable strategies for integrating AI into their operations while safeguarding human creativity, cultural nuances, and collaborative spirit.
Faye Arellano-Martinez, PMA executive vice president and director-in-charge of NMC 2025, emphasized the significance of the theme, stating, ‘This year’s theme is more than just a title. It’s a call to action. We are at a pivotal moment where technology and human creativity are converging in ways we’ve never seen before.’ She highlighted that while technology is rapidly reshaping marketing, human insight remains an indispensable core element. AI’s capabilities in automation and optimization are undeniable, but it is the creative judgment of marketers that continues to foster meaningful customer connections.
Despite the immense potential, AI adoption in the Philippines currently faces significant hurdles. A survey by the Philippine Institute for Development Studies (PIDS) revealed that only 14.9 percent of firms utilize AI, with usage predominantly concentrated among large urban companies. This contrasts sharply with data from the Philippine Statistics Authority (PSA), which indicates that 90.8 percent of businesses own computers and 81 percent have internet access. However, a more recent ‘Decoding Global Talent Report 2024’ suggests a growing trend, with 46 percent of Filipino professionals now using generative AI monthly, a figure slightly above the global average.
PIDS identified four key barriers hindering broader AI integration: weak digital infrastructure, a notable lack of AI knowledge, a shortage of skilled workers, and insufficient funding. PMA President Cristina Llacer-Oreta underscored the need for a balanced approach, stating, ‘AI has enormous potential to drive growth and innovation. But clear policies are needed to ensure it is safe, equitable, and human-centered.’
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The conference agenda will feature a diverse range of topics, including AI’s role in marketing and business operations, neuromarketing insights, and strategies for reshaping innovation and competitive advantage. Attendees will also explore how AI can enhance content creation, e-commerce, and customer experience while preserving the crucial human connection. Martinez added, ‘We’ll hear real-life stories of business owners who transformed operations through intelligent creativity. Networking and collaboration are central, showing that marketers thrive when they share knowledge rather than compete in isolation.’ Now in its 54th year, the NMC continues its legacy as the country’s premier marketing gathering.
