This perspective was shared by Mai Marcelo, Globe’s vice president and customer intelligence head, at the Insight Innovation Exchange (IIEX) Asia Pacific 2025 in Bangkok, one of the premier global conferences for market research professionals.
In her talk, "From Ballots to Brands: How Values Shape Consumer Choices," Marcelo used the Schwartz Universal Values Framework to illustrate how Filipino consumers prioritize tradition, universalism, and conformity—values that deeply influence their purchasing behavior.
"Consumers and voters make choices based on what matters most to them. When brands stay true to people’s beliefs, they foster trust, loyalty, and deeper connections," she explained.
AI limitations
Marcelo also challenged the limitations of AI-driven consumer insights, noting that while artificial intelligence can analyze vast amounts of data, it often fails to capture human emotions and motivations—the key drivers behind purchasing decisions.
She emphasized the need to embed human values into AI algorithms to make predictive analytics more relevant and meaningful.
According to Marcelo, AI must evolve beyond mere sentiment analysis and uncover the deeper "why" behind consumer behavior.
"AI can map behavior patterns, but to be truly effective, it must recognize human emotions, beliefs, and motivations. When brands combine AI with a values-driven approach, they foster authentic relationships with consumers," she said.
'Soulful' approach
She also pointed out AI’s inability to detect misinformation and online manipulation, warning that bot-driven engagement and amplified sentiment clusters could distort public perception.
Marcelo urged companies to adopt a “soulful” approach to consumer insights, prioritizing empathy, ethical discernment, and sustainability—qualities AI cannot replicate.
Globe is already integrating AI-driven solutions with a human-first perspective, ensuring that technology enhances consumer experiences while staying rooted in values that build real, lasting connections. — Ed: Corrie S. Narisma
