Beyond Data: AdSpark Uses AI to Understand What Moves Filipino Consumers

AdSpark is harnessing artificial intelligence (AI) to help brands better understand what drives Filipino consumers by transforming behavioral data and local market insights into actionable intelligence. This approach enables businesses to better anticipate consumer responses, refine their marketing strategies, and make more informed advertising decisions.

Central to this approach is AdSpark's partnership with Predikta, an AI-powered behavioral simulation platform developed by Netopia AI. Integrated with AdSpark's marketing and advertising technology (MADTECH) capabilities, the platform uses AI to analyze behavioral data and simulate how audiences might respond to different campaign messages, helping brands evaluate their strategies before launch.

Before formalizing the partnership, AdSpark back-tested 200 campaigns, comparing behavioral simulations with actual campaign results. The exercise assessed whether the platform could help marketers evaluate different messages and identify promising approaches before committing their media budgets.

AdSpark President and CEO Jose Manuel “Manny” Fernando discussed this capability during his plenary presentation, “From Knowing People to Moving People: The Filipino Intelligence Advantage,” at DigiCon 2026. He highlighted how combining advanced technology with a deeper understanding of Filipino consumers can help brands move beyond identifying their audiences toward understanding what influences their decisions.

While digital platforms have made it easier to identify audiences and track their behavior, these insights do not always explain what motivates people. Consumers with similar profiles may respond differently to the same message, depending on their needs, responsibilities, and priorities, making local market understanding essential to developing campaigns that resonate with Filipino audiences.

“When we connect that intelligence with behavioral simulation, creative thinking, and media expertise, we move beyond simply identifying who to reach. We can begin exploring how people might respond, and use those insights to make better decisions about how we engage them,” Fernando said.

In line with DigiCon's theme of interoperability, Fernando also emphasized the importance of connecting consumer data, creative development, and media planning rather than treating them as separate activities. “The opportunity is not simply to collect more data or add another tool. It's to connect what we know, what we can learn, and what we do with it,” he added.

AdSpark is a Filipino digital advertising and marketing technology agency under Brave Connective, part of Globe-backed 917Ventures. Its adoption of AI-powered solutions reflects Globe's broader commitment to harnessing artificial intelligence to drive innovation, create meaningful business value, and develop solutions that respond to the evolving needs of Filipino consumers and businesses.