Smart Communications Inc. sees artificial intelligence (AI) and 5G mobile connectivity as major catalysts reshaping the future of marketing and advertising, both in the Philippines and globally. Kristine A. Go, senior vice president for Wireless Consumer Business at Smart, highlighted the rapid pace of change in the media landscape, driven by these technologies.
“The media landscape dramatically evolves every second, and we don’t even realize it,” Go said, emphasizing the shift towards digital as the “new reality.” She outlined five key factors influencing this transformation: the digital-first world, every individual as a potential marketing channel, the siloed nature of digital spaces, personal data as the ‘new gold,’ and the still-unfolding potential of AI.
Go attributed the country’s fast digital adoption to the pandemic, which fueled smartphone usage and the rise of social media platforms like Facebook, Instagram, TikTok, and YouTube. In a country where people spend nearly a third of their day on smartphones, video streaming has become a dominant activity, along with social media and gaming.
“With 5G, people can game and stream anywhere without interruptions,” Go noted. “It has enabled ‘regular joes’ and influencers alike to connect with audiences, transforming social media into a powerful tool for brand engagement.”
Go also emphasized how 5G is revolutionizing advertising, enabling precision targeting, personalized content, and immersive experiences such as augmented and virtual reality. Smart’s 4G and 5G network now reaches 97 percent of the Philippine population.
Beyond marketing, Go pointed out the growing role of AI, especially in sectors like education. Citing data from Google, she said the Philippines is one of the top countries in terms of AI interest. AI-powered tools, like Khan Academy’s khanmigo, are already helping to digitize classrooms and personalize learning.
However, Go cautioned that the increasing digitalization of life has led to a more fragmented, siloed media environment, where brands must be strategic and relevant in their approach. She also noted the paradox of consumers wanting personalized experiences while resisting the sharing of personal data.
“Personal data is key to delivering what customers want, but consumers are torn between seeking unique online experiences and maintaining their privacy,” Go said.
In summary, Smart sees AI and 5G as crucial to the next evolution of digital marketing in the Philippines, offering both unprecedented opportunities and complex challenges.
