DMAP champions responsible personalization at DigiCon 2025
The Digital Marketing Association of the Philippines (DMAP) underscored the importance of ethical and responsible personalization in digital marketing during its 10th Digital Congress (DigiCon) on October 16-17 at the Marriott Grand Ballroom in Pasay City.
Themed “The Age of ‘i’: The Power of Personalization,” DigiCon 2025 attracted over 2,000 participants from marketing, business, academia, and media sectors to discuss emerging trends and technologies shaping customer engagement.
Attendees explored five specialized tracks—Innovation (AI), Intelligence (Data Science), Immersive (Retail and Activations), Impact (Brand Building), and Integration (Business Transformation)—through presentations and panel discussions focusing on hyper-personalized experiences, ethical data use, AI-driven strategies, and brand development.
Hyper-personalization and ethical marketing
According to research highlighted during the event, 71% of consumers expect personalized experiences, and high-growth companies generate 40% more revenue from such efforts. Speakers emphasized that AI-driven insights can create highly relevant interactions, but they must be balanced with ethical considerations.
Global emerging technologies expert Dex Hunter-Torricke, a former communications executive at Facebook and SpaceX, addressed the potential of Artificial General Intelligence (AGI) to transform marketing. “As AI becomes increasingly intelligent, it opens up possibilities for hyper-personalization, creating bespoke experiences for every customer, community, and stakeholder,” he said.
DigiCon 2025 Chair Alan Fontanilla stressed that consent, privacy, and trust remain crucial. “Personalization has been democratized. Everyone can access tools once reserved for the few. But just because we can personalize, doesn’t mean we always should. People want relevance, but they also want respect,” he said.
Hunter-Torricke added that marketers need a future-focused perspective to navigate an increasingly connected world. “The decisions we make today will resonate in a larger context. Marketers who think holistically about the future will stand out as exceptional,” he said.
Empowering marketers for the digital age
This year, DigiCon 2025 also offered program certifications in partnership with Certified Digital Marketer (CDM). Delegates completing the tracks earned credentials to enhance their skills and future-proof their careers in a fast-evolving industry.
DMAP President Miko David said the conference equipped participants with both practical tools and an ethical framework for the digital era. “The future is connected and powered by AI, but its success hinges on our collective commitment to responsible practices. DigiCon 2025 has charted a course toward hyper-personalization while ensuring the industry operates with integrity,” he said.
