Registration

Welcome remarks 

Beyond experimentation: When AI fluency becomes the competitive edge

• Shift from AI tools to AI capability and what it means for how organisations compete.
• Recognise the widening gap between AI-ready and AI-hesitant brands as a present reality.
• Explore how early movers are already compounding advantage across every marketing function, and what it takes to catch up.

[Case study]

Operationalising AI for ROI: A practical framework for measurable impact

• Drive AI from isolated experiments into core workflows that directly influence revenue across planning, targeting and reporting.
• Build repeatable AI systems that teams can scale confidently without relying on a single expert or fragile processes.
• Measure real ROI by instrumenting for business-critical outcomes over vanity metrics in the Philippine market context.

Networking break

[Panel discussion]

Powering discoverability in an AI-first search world

• Rethink discoverability beyond rankings by showing up in AI-generated answers where authority and relevance drive visibility.
• Adapt content for GEO by aligning with conversational Taglish queries and building local topic authority that AI systems can recognise.
• Unify search and social strategies to capture discovery across AI interfaces, platforms and creator ecosystems.

Panellists:

[Case study]

From feed to checkout: How intelligent retail is rewriting the Filipino shopping journey

• Collapse the funnel as awareness, trust and checkout happen within a single scroll, turning platforms into storefronts.
• Trigger instant buying behaviour through live selling as real-time engagement replaces consideration cycles.
• Compete at the point of intent as social search reshapes discovery, making content optimisation as critical as paid media.

[Case study]

Intent as experience: Meeting customer expectations in an omnichannel, on-demand world

• Decode consumers’ non-linear path to purchase where discovery, research, and buying happen across social, search, and chat.
• Deliver experiences that respond in real-time as consumers switch quickly when faced with friction.
• Close the gap between online and offline by building unified journeys from digital channels to physical touchpoints.

Networking lunch

[Panel discussion]

From awareness to revenue: Orchestrating a commerce-led influencer strategy

• Tie influencer partnerships to measurable outcomes such as GMV, conversions and app install to turn influence into accountable revenue.
• Design a tiered influencer ecosystem across nano, mid-tier and macro partners with distinct roles, KPIs and commercial impact.
• Measure live commerce performance through conversion rate, average order value and repeat purchase to treat creators as sales channels.

Panellists:

[Case study]

Built to convert: Short-form video as a performance marketing channel in 2026

• Accelerate output as AI enables faster creation, editing and deployment of performance video.
• Shift competitive advantage toward iteration as high-volume testing drives continuous optimisation.
• Transform video into a scalable pipeline where content is versioned, localised and refined across audiences.

[Case study]

Hyperpersonalisation under pressure: Using first-party data and loyalty to win wallet share when budgets shrink

• Identify high-risk and high-value customers using first-party data to protect wallet share and reduce churn.
• Fortify owned data infrastructure across loyalty, apps and direct channels to retain control and reduce platform reliance.
• Activate one-to-one personalisation by combining behavioural, transactional and cultural signals to drive conversion.

Speaker:

Networking break 

[Case study]

The comments section is the new front desk: Monitoring isn’t listening

• ⁠Most brands think they’re listening to customers. They’re actually just monitoring — tracking what gets said without ever asking why.
• ⁠See how AI turns scattered, everyday complaints into a real-time signal brands can actually act on.
• Learn what your own negative sentiment is trying to tell you — and what it costs to keep mistaking it for noise.

Speaker:

Anticipate, engage, retain: The digital playbook for customer retention in 2027

• Identify early warning signs by tracking behavioural patterns that signal impending disengagement.
• Intervene at the right moment with hyperpersonalised offers and experiences that give customers a reason to stay.
• Drive loyalty that lasts through digital programmes that evolve with the expectations of the 2027 consumer.

Panellists:

Closing remarks

End of conference