The Digital Marketing Association of the Philippines (DMAP) underscored the importance of responsible personalization and ethical data use in the age of artificial intelligence during the 10th Digital Congress (DigiCon) held on October 16–17 at the Marriott Grand Ballroom, Pasay City.

With the theme “The Age of ‘i’: The Power of Personalization,” the country’s largest digital marketing conference gathered over 2,000 delegates from marketing, advertising, business, academia, and media sectors. The two-day event explored emerging trends and technologies in customer engagement through five key tracks—Innovation (AI), Intelligence (Data Science), Immersive (Retail and Activations), Impact (Brand Building), and Integration (Business Transformation).

Global emerging technologies expert Dex Hunter-Torricke, former communications executive at Facebook and SpaceX, highlighted the growing role of AI in reshaping customer experiences. “We’re entering an era where AI opens up the possibilities of hyper-personalization—bespoke and customized to every customer’s needs,” he said, urging marketers to think holistically and prepare for the coming wave of Artificial General Intelligence.

DigiCon 2025 Chair Alan Fontanilla emphasized the importance of trust and consent, stating, “Just because we can personalize doesn’t mean we always should. Consent, privacy, ethics, and trust are the currencies of modern marketing.”

DMAP President Miko David said the event aimed to empower marketers with the “ethical compass” to navigate the rapidly evolving digital landscape. “The future is connected and powered by AI, but its success hinges on responsible practices,” he said.

Participants also earned program certifications through DMAP’s partnership with the Certified Digital Marketer (CDM), aligning with the organization’s goal of future-proofing the industry through continuous learning and ethical innovation.