The Digital Marketing Association of the Philippines (DMAP) has called for more responsible, human-centered personalization practices amid the growing use of customer data and artificial intelligence (AI) in digital marketing.
The message took center stage during DigiCon 2025, the country’s premier digital marketing conference held on October 16 to 17 at the Marriott Grand Ballroom in Pasay City.
Now in its 10th year, the event carried the theme “The Age of ‘i’: The Power of Personalization,” drawing more than 2,000 delegates from marketing, business, media, and academia.
Participants explored emerging technologies shaping the future of customer engagement — from ethical AI and data science to immersive retail, business transformation, and brand innovation.
Balancing innovation and integrity in AI personalization
During the event, DMAP underscored that personalization has become a key driver of modern marketing success, with studies showing that 71% of consumers expect tailored experiences and that high-growth companies earn 40% more revenue through personalized strategies.
However, as AI tools and predictive analytics become more sophisticated, the organization stressed the need to balance innovation with integrity.
“Personalization has been democratized. Everyone — from big brands to small businesses — now has access to powerful tools once reserved for the few,” said DigiCon 2025 Chair Alan Fontanilla. “But just because we can personalize doesn’t mean we always should. Consent, privacy, and trust are the true currencies of modern marketing. People don’t just want relevance — they want respect.”
Global emerging technologies expert Dex Hunter-Torricke, formerly with Facebook and SpaceX, delivered the keynote address, highlighting how rapidly advancing AI systems are transforming industries and setting new expectations for hyper-personalization.
“We’re entering an era where AI becomes vastly more intelligent and capable of creating experiences deeply customized to each individual’s needs,” Hunter-Torricke said. “It’s a future where everything is connected — and those who think holistically about how technology serves people will be the exceptional marketers.”
Fintech urged to uphold ethics amid AI evolution
Beyond marketing, the principles of ethical personalization and data stewardship carry significant implications for the fintech industry, where AI-driven financial services increasingly rely on personal data for credit scoring, risk assessment, and customer engagement.
Industry observers noted that the dialogue at DigiCon echoes broader efforts in fintech to ensure innovation does not come at the expense of consumer privacy and trust.
This year’s DigiCon also introduced program certifications in partnership with Certified Digital Marketer (CDM), enabling participants to gain credentials across five key tracks: Innovation (AI), Intelligence (Data Science), Immersive (Retail and Activations), Impact (Brand Building), and Integration (Business Transformation).
Miko David, President of the Digital Marketing Association of the Philippines
DMAP President Miko David said the association remains committed to advancing responsible innovation and preparing professionals for the next wave of digital disruption.
“The future is connected and powered by AI, but its success hinges on our collective commitment to responsible practices,” David said. “DigiCon 2025 has not only charted the course toward hyper-personalization but has also equipped our industry with the ethical compass needed to navigate it.”
As personalization technologies increasingly shape the customer experience in both marketing and finance, DMAP’s call for integrity and accountability sets a benchmark for digital industries seeking to build sustainable, trust-based relationships in the AI era.
Founded in 2007, the Digital Marketing Association of the Philippines (DMAP) — formerly known as IMMAP — is the country’s leading organization for digital marketing excellence and innovation.
With over 250 members representing brands, agencies, and digital transformation advocates, DMAP continues to drive learning, collaboration, and responsible growth across the Philippine digital ecosystem.
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