Examining the Disruptive Influence of Artificial Intelligence on Digital Marketing and Advertising in the Philippines

Artificial intelligence (AI) is becoming a disruptive force in digital marketing and advertising in the Philippines, transforming how brands plan, execute, and engage with their audiences. This study explores the impact of AI technologies such as automated targeting, personalized content delivery, and campaign optimization on industry practices and professional skillsets. Using the Task Technology Fit (TTF) Model and sentiment analysis, the research identifies a growing dependence on AI tools alongside significant challenges. These include a shortage of AI-related training opportunities, limited institutional support, and ethical concerns related to privacy and algorithmic bias. Despite these obstacles, there is cautious optimism among marketing professionals regarding AI’s potential to enhance creativity, efficiency, and strategic decision-making. The findings emphasize the importance of developing human-AI collaboration frameworks, strengthening ethical standards, and promoting AI literacy across sectors. Collaboration among educational institutions, industry leaders, and policymakers is essential to building a resilient and future-ready advertising workforce in the Philippines.