PMA explores AI and sustainability convergence

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A RECENT symposium held by the Philippine Marketing Association (PMA) delved into the growing intersection of artificial intelligence (AI) and sustainability, and their profound implications for the marketing landscape.

In collaboration with Synergy Market Research + Strategic Consultancy and YouGov, the event showcased findings from a survey that revealed Filipinos’ increasing acceptance of AI and their preference for sustainable brands.

The key findings in the survey point out to AI adoption and sustainable brands as important marketing trends. According to the study, 56 percent of Filipinos anticipate AI playing a major role in everyday tasks soon. Moreover, 69 percent of respondents favor brands with a strong commitment to sustainability.

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The symposium also highlighted how generational differences that while understanding and awareness of AI and sustainability is high, only 40 percent of Filipinos possess deep familiarity with it. Generation Z leads in understanding, while Baby Boomers lag behind.

Finally, despite varying levels of familiarity, 92 percent are open to AI-driven sustainability solutions, and 93 percent are interested in programs incentivizing such efforts.

The symposium highlighted the need for responsible AI use and ethical marketing practices in promoting sustainability. Kathy Mercado, PMA President, stressed the importance of collaborative efforts to leverage AI for a sustainable future.

The keynote address by Pak Hermawan Kartajaya, founder of the Asia Marketing Federation, emphasized sustainability as “meeting the needs of the present without compromising future generations.” He introduced the concept of “values for value” practices, showcasing how ethical decision-making can enhance brand reputation.

A panel discussion featuring industry leaders further explored the practical applications and potential of AI and sustainable practices in marketing strategies. The conversation emphasized the need for innovation in helping consumers save money while contributing to environmental preservation.

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