The integration of Artificial Intelligence (AI) is reshaping digital marketing in the Philippines by enhancing communication technology, enabling precise targeting, automating processes and delivering personalized experiences. This study examines how AI adoption aligns with multimedia education, educational technology and the growing need for sustainability literacy in the digital age. Using the Diffusion of Innovations theory and word cloud analysis, the research uncovers a significant gap between AI's capabilities and the readiness of Filipino digital marketers. Barriers such as limited access to digital resources, lack of formal training and unresolved ethical concerns like data privacy and algorithmic bias hinder responsible implementation. These challenges highlight the importance of equipping digital media and multimedia arts students with AI-related competencies and ethical awareness to remain relevant in the evolving industry. Strengthening collaboration between academic institutions, industry leaders and policymakers is essential to ensure inclusive and responsible AI integration. By investing in accessible digital learning tools, ethical frameworks and continuous skill development, the Philippine digital marketing ecosystem can achieve sustainable innovation while promoting equitable use of emerging technologies.

This paper seeks to predict a consumer's green purchase intention and classify them as green consumers or not through a set of cognitive and behavioral factors. Data were obtained from 526 Generation Z in the National Capital Region (NCR), Philippines, and evaluated through various machine learning techniques, namely, Decision Trees, Random Forests, Gradient Boosting, XGBoost, K-Nearest Neighbors, and Support Vector Machines. Various performance metrics were used to validate these models. The findings show that most of the models achieved above 80% classification performance. Further, the study revealed that perceived behavioral control, green perceived value, and social media impact were the most crucial factors of green purchase intention, followed by environmental consciousness, green perceived quality, and environmental knowledge. Interestingly, green self-identification achieved the lowest rank, which suggests that green purchase intention among Filipino Generation Z is driven more by practical and psychological factors than just environmental awareness and identity. Finally, theoretical and practical implications are offered at the end of the study.

Artificial intelligence (AI) has transformed smartphone use and enhanced the entire mobile experience. AI integration in mobile phones has become a game changer for the future of technology. This paper evaluates the factors that influence AI smartphone continuance usage intention. The study is anchored to technology continuance theory (TCT) with additional factors. Data were obtained from 745 Gen Z from various cities in Metro Manila, Philippines, and examined using partial least squares structural equation modeling (PLS-SEM). The study found that utilitarian and hedonic value, confirmation, and perceived usefulness had a positive influence on satisfaction, which was the most significant predictor of AI smartphone continuance usage intention. Further, personal innovativeness and attitude of users had a significant influence on continuance usage intention. Surprisingly, perceived usefulness and AI smartphone continuance usage intention had an insignificant relationship. The study contributes as the first empirical investigation of the continuance usage intention of AI smartphones among Gen Z in a developing nation like the Philippines.

The transition from a centralized to a decentralized energy network has grown significantly. As a result, bidirectional energy platforms for consumers and producers have been established. In support, technological advancement in distribution networks is carried out, encouraging local consumers to participate in energy production, leading to the emergence of LECs, empowering them to captivate, generate and share renewable energy. A comprehensive review of LECs is presented in this paper, addressing their operational characteristics, control strategies, market interactions, regulatory frameworks, and real-world implementation challenges. Moreover, the paper provides the technical challenges related to grid integration, economic, and regulatory policies associated with peer-to-peer interaction are some of the hindrances in deploying a successful LEC strategy. The paper identifies a critical gap between the academic and real-world environment that can be bridged through realistic assumptions, adaptive control strategies, and measurements of cyber threats. Additionally, pilot projects are assessed to understand the feasibility and impact of LECs in real-world environments. This study proposes the requirements for establishing advanced network and monitoring technology, dynamic pricing strategy, and revised regulatory policies for the successful implementation of the LEC strategy.

This study investigates user acceptance of the IBON Monitoring system, a mobile app that uses image recognition to identify bird species. Using the Technology Acceptance Model (TAM), it surveyed 100 faculty and students at Romblon State University to assess factors like perceived usefulness, ease of use, computer literacy, and self-efficacy. Results showed that usefulness and ease of use significantly influence user attitudes and intentions. The findings suggest actionable recommendations for improving IBON system adoption, including training programs to enhance computer literacy and self-efficacy and strategies to demonstrate the system’s relevance to user needs. Future research should explore additional external factors, such as cultural influences and user experience design, and conduct longitudinal studies to assess sustained use and impact on biodiversity monitoring outcomes. This study underscores the importance of fostering user acceptance to maximize the potential of innovative technologies like IBON Monitoring in advancing biodiversity conservation efforts.

Generative AI is transforming digital creation by providing artists with tools that enhance efficiency and unlock new creative possibilities. In multimedia arts, including the growing digital art scene in the Philippines, AI-powered platforms are being used to accelerate workflows, automate tasks, and introduce innovative artistic techniques. While these advancements enable Filipino digital creators to experiment and increase productivity, they also raise concerns about originality, authenticity, and the diminishing value of traditional artistic skills. This study examines student perspectives on AI's impact using aspect-based sentiment analysis. The findings reveal that while students appreciate AI's accessibility and time-saving benefits, many remain cautious about its long-term influence on artistic growth. The Diffusion of Innovations Theory was applied to analyze AI adoption, highlighting both its advantages and challenges. Ethical concerns, such as copyright issues, fair attribution, and the potential devaluation of human-created art, continue to spark debate. These results emphasize the importance of an educational approach that integrates AI as a supportive tool rather than a replacement for human creativity. For Filipino digital creators, especially those in animation, graphic design, and content creation, it is crucial to balance AI's advantages with a strong foundation in artistic expression. Future studies should explore how AI can be leveraged to empower artists while preserving the unique cultural and creative identity of Filipino multimedia arts.

The accelerating integration of artificial intelligence (AI) within the field of integrated marketing has prompted a reevaluation of the competencies required of future creative professionals. This study examines the preparedness of multimedia art students in the Philippines to engage with AIenhanced marketing environments. Anchored in the TaskTechnology Fit (TTF) Model, the research investigates students' familiarity with and attitudes toward key AI applications, including automated audience targeting, personalized content delivery, and real-time campaign optimization. The findings indicate a growing awareness of AI's relevance; however, this is accompanied by critical gaps in training access, institutional infrastructure, and ethical literacy-particularly in areas concerning data privacy and algorithmic fairness. While respondents exhibit cautious optimism regarding AI's capacity to augment creative and strategic functions, the study underscores the urgent need for curriculum development, crosssector collaboration, and ethical guidelines to support humanAI collaboration. These efforts are essential to cultivating a resilient, future-ready marketing workforce capable of navigating the evolving dynamics of AI-driven industries.

This study investigates the dating app experiences of queer Filipino women during the COVID-19 pandemic to address the lack of representation and understanding of their unique narratives. Using a qualitative case study approach grounded in intersectional feminist methods, the research involved in-depth interviews with seven self-identifying queer Filipino women. Four key themes emerged: exploration and personal growth, app functionality and user experience, challenges in virtual interaction and safety, and shifting social dynamics. These findings were transformed into a five-episode motion graphics series, integrating visuals, audio, and aesthetics rooted in the research to offer a holistic presentation of the topic. The study highlights how dating apps, while promoting inclusivity and freedom of gender identity expression, continue to be influenced by traditional patriarchal structures. It also emphasizes the potential of multimedia as an innovative learning framework to amplify marginalized voices, particularly through participatory production methods for authentic representation. Further exploration of digital dating across various socioeconomic backgrounds and the continued development of inclusive educational tools are recommended to deepen the understanding of queer Filipino women's experiences within the evolving digital landscape.

The construction sector is a substantial generator of waste and carbon dioxide emissions worldwide. The use of sustainable materials in construction could minimize its negative effects on the environment. This research is intended to offer a soft computing model for predicting the deformation and parallel bending strength (PBS) of Guadua angustifolia applying an artificial neural network (ANN)-particle swarm optimization (PSO) approach and employing the data obtained from the experimental tests performed in the study. The input parameters (IP) utilized in the modeling process include the outside diameter, wall thickness, minimum length, external taper, perpendicular distance of bow, ISO ovality, eccentricity, actual shear span, area, modulus of elasticity, density, and linear mass. The resulting models showed R values of 0.99076 and 0.99976 and MAPE of 0.936% and 0.345% for deformation and PBS, respectively. The findings of the sensitivity analysis (SA) also exhibited that ISO ovality and eccentricity were the most important parameters to the deformation and PBS models. Research outcomes demonstrated the effectiveness of the ANN-PSO approach for predicting the deformation and parallel bending strength characteristics of Guadua angustifolia. The modeling approach proposed in this study could be utilized for speeding up the material characterization phase of similar construction materials.

As part of economic progress, there has been a surge in construction projects in the past few years. It is known that construction has negative and detrimental effects on the environment. The use of sustainable practices needs to be integrated into the construction processes to minimize these negative impacts. This paper introduces a prioritization method for determining the most influential factor to the implementation of environmental smart guidelines for sustaining environmentally friendly programs using sensitivity index (SI) method. Several areas were considered in this study including environmental, ecological, social, and economic impacts. Using the backpropagation-neural network (BPNN) modeling, four models for environmental, ecological, social, and economic impact ratings were developed with 15-31-1, 4-9-1, 9-19-1, and 2-5-1 network topologies (input neuron-hidden neuron-output neuron) for environmental, ecological, social, and economic impact rating, respectively. The R values for the models were observed to range from 0.97652 to 0.99901. To determine the trend of the impact of the subsets of each areas, sensitivity index method was used and the findings revealed that the water pollution reduction in the project is the most influential subset to the environmental impact rating, presence of planting area in the project for the ecological impact rating, fair sharing of benefits of the project for the social impact rating, and self-liquidation capacity of the project for the economic impact rating. The results of the study could assist managers and planners in addressing key areas and concerns in the effective implementation of smart and sustainable practices in projects.