Daven Tamayo

Filipino consumers embrace AI as media landscape rapidly shifts

Article (news)

Izzy Lee

ABS-CBN News

MANILA — A forum hosted by global media company WPP Media Philippines on Friday brought industry leaders together to discuss how rapid technological shifts are reshaping communication, consumer behavior, and brand strategies.The event carried the theme “Now and Next: Media, Partnerships and Co-Creation in the Limitless Future of Media.”Top advertisers and agencies from across the country attended the gathering, which also featured booths. Speakers emphasized how evolving audience behavior and technological advancements are redefining the way brands connect with consumers.“This event is really to bring to light all of these changes and kung paano ba mai-impact yung mga Filipino consumers and therefore paano natin matutulungan &#x27;yung mga brands JC to really connect, what changes in the ways that we connect with our consumers,&quot; said WPP Philippines CEO Crisela Cervantes.A roundtable discussion highlighted the growing importance of understanding data more deeply as brands navigate a rapidly shifting media environment.According to WPP Media Client President Reena Francisco, more than half of Filipinos now use artificial intelligence in their daily routines.“Before kasi, when we talk about AI, chatbots, we always think about it as the future, di pa nangyayari. When in fact the reality is it&#x27;s happening now. It&#x27;s influencing a lot of the way that we do things even how we actually produce our products and solutions,&quot; Francisco said.She added that AI now plays a crucial role in the consumer purchase journey, from gathering information to generating recommendations and influencing final decisions.“Most of the time ang ginagawa ni AI it calls the internet to get all this information to identify all the information anything that you&#x27;re asking for. As soon as makita mo na yung information JC as a Filipino consumer you actually can make decisions already.”The forum also examined the rising impact of streaming platforms, podcasts, and short-form content on media consumption.The WPP added that companies must find new ways to stay discoverable, grow their audiences, and collaborate effectively with content creators.“That&#x27;s a lot of noise so how do you cut through? That&#x27;s the kind of provocations we want for our brand&#x27;s clients to think about when you think about what is next in the future of media,&quot; Cervantes said.

A forum hosted by global media company WPP Media Philippines on Friday brought industry leaders together to discuss how rapid technological shifts are reshaping communication, consumer behavior, and brand strategies.

A forum hosted by global media company WPP Media Philippines on Friday brought industry leaders together to discuss how rapid technological shifts are reshaping communication, consumer behavior, and brand strategies.