The media world in the Philippines is changing rapidly, and consumers are increasingly embracing AI in their daily lives. At the WPP Media Philippines forum, industry leaders discussed how technology, audience behavior, and brand strategies are changing the way we communicate today.
According to WPP Philippines CEO Crisela Cervantes, it is important to understand how these changes affect Filipino consumers and how brands can better connect with them. Speakers noted that short-form content, streaming, and podcasts are having a major impact on media consumption today.
WPP Media Client President Reena Francisco shared that more than half of Filipinos are already using AI every day. It is no longer just “future tech” because it is being used today to find information, make recommendations, and help consumers make decisions.
He explained that AI gathers extensive information online, and when a Filipino sees it, it is easier for them to make a choice in purchasing a product or service.
Ultimately, WPP said companies need to find new ways to be discoverable, grow their audiences, and collaborate more with content creators. With so much noise online, brands are now challenged with how to stand out in the future of media.
