DMAP Explores Generative AI in Marketing

MANILA, PHILIPPINES – The Digital Marketing Association of the Philippines (DMAP) recently convened its General Membership Meeting (GMM) at the Ayala Museum, focusing on the transformative impact of generative AI in marketing and business operations. The event, themed “Transforming Businesses with the Power of Gen AI,” brought together industry leaders to discuss how artificial intelligence, particularly generative AI, is reshaping marketing strategies and workflows.

DMAP President Miko David opened the event with welcome remarks, followed by the induction of new members. The program, hosted by Jay-Jay Tulio of Outcomm Inc., set the stage for a deep dive into the practical applications and ethical considerations of generative AI in marketing.

Keynote Presentation: Adobe’s AI Innovations

Rajesh Patil, Head of Territory and Channel Sales at Adobe Southeast Asia, delivered the keynote address. Patil highlighted Adobe’s advanced AI capabilities, which enable content personalization, scaling of production processes, and the responsible deployment of AI through tools like Adobe Firefly. He emphasized Adobe’s commitment to developing AI tools that respect intellectual property and foster creativity.

Adobe Firefly, a suite of generative AI models, allows marketers to create personalized content at scale while adhering to ethical standards. Patil also showcased innovations such as Frame.io for collaborative content review and the Acrobat AI Assistant, which enhances document intelligence. He underscored that generative AI helps creative professionals by automating routine tasks, allowing them to focus on imagination, storytelling, and brand authenticity.

Panel Discussion: AI in Practice

A panel discussion, moderated by AnyMind Group’s Philippine Country Manager Mayi Baviera, brought together industry experts to share their experiences with AI in marketing:

• RG Orense, Head of Integrated Communications and Digital Advocacy at Globe Group, discussed how Globe uses AI to optimize media strategies, streamline creative production, and enhance customer service.
• Mayk Juat, Creative Director and Owner of Three Spheres, shared how his small team leverages AI tools like ChatGPT, Notion, and generative image platforms to accelerate campaign development.
• Inka Magnaye, a voiceover artist, content creator, and PRO of the Creator and Influencer Council of the Philippines (CICP), emphasized the importance of using AI to enhance human creativity while maintaining authenticity and integrity.

The panelists agreed that while AI can significantly boost efficiency and creativity, it must be used responsibly and transparently to ensure that content remains authentic and resonant with audiences.

Conclusion: The Future of AI in Marketing

The event concluded with networking sessions, where marketers and creatives explored the potential of generative AI while emphasizing the importance of ethical practice and human-centered storytelling. As AI continues to evolve, industry professionals are increasingly focusing on how to harness its capabilities to drive innovation while upholding ethical standards.

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