Authors - John Heland Jasper Ortega Abstract - Artificial intelligence (AI) is revolutionizing digital marketing by enhancing targeting, personalization, and automation, leading to data-driven advertising strategies. AI-powered analytics optimize customer engagement, enabling businesses to deliver highly tailored ads that improve conversion rates and return on investment. Automated tools streamline content creation and campaign management, while chatbots enhance customer interactions on a scale. In the Philippines, AI adoption in marketing is expanding, with local retailers and online platforms leveraging AI for personalized recommendations and programmatic advertising. However, challenges remain, including data privacy concerns, algorithmic bias, and a widening skills gap, as AI proficiency becomes increasingly essential for marketers. While AI offers efficiency, a word cloud analysis highlights concerns about its impact on creativity and the human touch in branding. According to the Technology Acceptance Model, Filipino marketers and multimedia arts students must develop AI literacy and strategic thinking to remain competitive. Ethical considerations also require greater oversight in AI-powered advertising to ensure responsible consumer engagement. The future of digital marketing in the Philippines depends on balancing AI-driven efficiency with human creativity, storytelling, and cultural relevance. Businesses must invest in upskilling initiatives and ethical frameworks to maximize AI’s potential while mitigating risks. Further research should examine AI’s long-term impact on job roles, industry dynamics, and consumer trust. As AI becomes more integrated into marketing strategies, success will hinge on how well professionals merge automation with authentic, human-centric advertising practices.
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