This was the key message delivered during the 10th edition of the Digital Marketing Association of the Philippines’ (DMAP) Digital Congress on Oct. 16 to 17. With the theme, “The Age of ‘i’: The Power of Personalization,” the annual gathering highlighted the importance of using technology to build more meaningful and human-centered experiences in the digital age.
Over 2,000 delegates from various sectors, such as marketing, advertising, business and the academe joined the annual event. Powered by data, technology and intent, the theme urged brands to move beyond mass messaging and create more meaningful connections with consumers.
Rapid Speed of Technology
Emerging technologies expert Dex Hunter-Torricke, who delivered the keynote address, noted that technology today is advancing faster than society’s ability to explain or manage its effects.
“In an age of AI where the consequences are so dramatic and rapid, you can’t afford to ignore the challenges that come with it,” Torricke said in an interview with InsiderPH. “People are already deeply uneasy about what AI is doing.”
He pointed out that the tech industry has often failed to explain AI adequately, resulting in public discomfort and even resistance that could lead to backlash against these tools.
Reframing the Conversation
With over a decade of experience managing communications for leaders like Mark Zuckerberg (Meta) and Elon Musk (SpaceX), Torricke urged businesses to reframe the narrative around AI—from fear to empowerment.
“Attacking the machine is a disservice to humanity,” he said. “AI tools can help us do things that are powerful and empowering.”
He emphasized that companies must use automation to handle repetitive tasks so humans can focus on creativity, judgment, and relationship-building—the uniquely human abilities machines can’t replace.
Defining Brand Values
Torricke also reminded companies to define who they are and what they stand for before personalizing customer experiences. “Why would people choose your company for a personalized experience? It’s because they already have assumptions about your values,” he said.
While personalization varies across customers, brand values must remain constant. He added that AI can strengthen emotional connections only if societies invest in well-rounded, critical thinkers capable of ethical judgment.
“The ultimate goal,” he said, “is to redirect AI to work for us.”
Content Producer
