The marketing and advertising landscape has moved firmly past the debate of whether artificial intelligence (AI) is a necessity. Today, the industry is no longer asking whether it should adopt AI, but how to master it.
This evolution was the focus of the recent ‘AI Visibility: The Future of Content & Paid Media’ forum in the Manila, Philippines, where about 100 industry leaders gathered to explore how Large Language Models (LLMs) are fundamentally upscaling modern marketing systems.
“AI isn’t coming for the Philippines. It’s already here,” said Fe Husaint, Greenpark’s Managing Director for APAC, as she kick-started the event.
Marking a first in the industry, this AI Visibility event served as a landmark gathering in the Philippines. The rest of the forum explored how winning on visibility is shaping the future of content and paid media.
The thinking part: Four Cs and the new AI playbook
Ian Colvin, Greenpark’s Partner and Chief Strategy Officer, opened with a view of the current landscape. He introduced the idea of “the great transition,” emphasising the need to understand what has changed.
While largely trial-and-error, the former model was straightforward: traditional search and cookies fueled the growth of e-commerce. Ian emphasized that these were largely unbranded searches—until the landscape grew more complex.
From traditional search to social and marketplace search, he highlighted how all three help brands penetrate consumer journeys.
“Penetration is how brands grow, but let’s face it. There are still too many clicks. Forward clicks. Back clicks. Too many cookie policies to accept, reject, or customize.”
Ian noted that while LLMs are being used extensively in every stage of the funnel, adoption isn’t happening at the same pace. He also underscored that ranking in organic search “doesn’t really matter now.”
With this, he underscored the rise of AI-driven search responses, noting that nearly one in three Google searches in the Philippines now surfaces an AI-generated answer before traditional results. He urged brands to assess whether they are appearing in these AI-powered results, warning that this could reach around 60% of search results within 12 to 18 months.
From this point, Ian highlighted that digital discovery has changed. For brands, he stated, “If you don’t know where you are, you need to find out.”
As discovery shifts to AI-generated responses, how visible is your brand today?
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Or, start finding out. From AI visibility audits to content strategies that build digital trust, Greenpark helps brands navigate this new frontier of discovery.
