As Philippine marketing agencies prepare for 2026, a consensus is emerging: the future of marketing will hinge on intelligent systems rather than isolated channels. Industry leaders are increasingly viewing artificial intelligence (AI) not merely as an add-on but as a central force in how brands are discovered, selected, and experienced.
This shift is evident in varying visions across the industry, from Avyan Global’s concept of the Agentic Web to Propel Manila’s human-AI creative loops and WPP’s focus on outcome-driven orchestration. The industry is converging on a future where AI becomes the primary audience brands must capture.
As agencies adapt, they are moving beyond traditional narratives focused on efficiency and are embracing AI as a partner in creativity, a predictive engine, and a strategic multiplier. This encompasses everything from reimagined SEO for AI-centric platforms to automated optimization and content intelligence. Leaders in the field are aligning their capabilities around systems that are not only adaptive but also anticipatory.
Cynthia Dayco, CEO of Avyan Global, emphasized the transformative potential of the Agentic Web, which she describes as a future where AI and intelligent agents dictate how consumers search and shop. “If your brand isn’t visible to AI, it won’t stay visible to consumers for long,” she noted, urging marketers to prepare for this paradigm shift.
Avyan Global is focusing on two key areas: GEO, an AI-reimagined approach to SEO, and Applied AI across data, content, and production. Dayco pointed out that while financial constraints, such as taxes on cross-border services, require careful budgeting, investing in AI is crucial for competitiveness, a sentiment echoed by their clients.
John Carlo Valenzuela, founder and CEO of Propel Manila, emphasized that the role of AI is evolving beyond efficiency. He stated that AI is increasingly serving as a true creative partner, producing original content through dynamic exchanges. Propel Manila is also shifting towards creative systems over static big ideas, recognizing the fragmented landscape of communications.
Valenzuela highlighted the necessity for reskilling talent, advocating for strategists who can think in systems rather than traditional campaigns. The agency aims to enhance community management as a vital engagement tool, not merely customer service, and is exploring online-to-offline experiences that integrate social media, augmented reality, and on-the-ground activations.
Jeffrey Saez, chairman and president of NuWorks Interactive Labs, expressed caution as advertisers navigate a complex landscape marked by low trust and political uncertainty. He stated, “AI must become accountable before it becomes impressive,” emphasizing the importance of ensuring that AI tools deliver measurable and predictable outcomes.
NuWorks employs a framework called M.A.G.I.C., which ensures that AI-assisted workflows are meaningful, agile, guided by human judgment, integrated with client systems, and compliant with governance. Saez underscored that while AI can streamline processes, preserving the human element remains essential to maintain meaning and cultural relevance in marketing.
Laurent Goirand, head of Choreograph – WPP Media Philippines, noted that the next significant evolution in digital marketing will entail a transition from channel-specific execution to AI-orchestrated, outcome-driven strategies. In alignment with WPP’s Vision 30, he believes AI will connect media, data, creativity, and commerce in unprecedented ways, enhancing brand effectiveness.
WPP Media Philippines plans to focus on AI-driven planning tools, predictive measurements, and automation frameworks that translate data signals into actionable intelligence. Goirand emphasized the growing significance of creator-led commerce, integrating AI into processes like creator selection and performance modeling to foster accountability within an intuition-driven space.
Jose Manuel Fernando, CEO of AdSpark, noted a significant shift in the Philippine digital marketing landscape from output-based metrics to outcome-driven strategies. With platforms diversifying and content volumes increasing, brands are prioritizing true indicators of customer value such as conversion quality and long-term loyalty.
He highlighted the essential tools for 2026 as those that provide predictive intelligence, AI-powered analytics, and real-time optimization. AdSpark is realigning its budget to enhance full-funnel effectiveness, investing in SparkTech AI to improve marketing and customer relationship management while ensuring responsible data usage.
As the marketing landscape evolves, agencies in the Philippines are recognizing that harnessing AI is no longer optional; it is imperative for survival and growth. The integration of intelligent systems promises to reshape not just marketing strategies but also the very fabric of how brands connect with consumers, positioning the industry for a transformative future.
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