This pilot study investigates the adoption trends and challenges of artificial intelligence (AI) and machine learning (ML) in the telecommunications sector, focusing on network analytics and security. Using a two-part design—literature review and survey-based statistical analysis—the study provides early insights into industry perceptions and readiness. With data from 31 telecom professionals in a leading Philippine service provider, results reveal a low level of current implementation but high expectations for future adoption. Despite the small sample size, which limits generalizability, this study contributes a foundational analysis of key drivers and obstacles of AI/ML adoption. It highlights the importance of workforce upskilling, integration strategies, and stakeholder engagement in supporting AI readiness within telecom organizations.

This study addresses the critical importance of customer-focused strategies and brand promotion within the food component import–export sector, a context that remains underexplored, particularly with respect to the influence of external factors across diverse geographical settings. Its objective was to empirically investigate how operational excellence, particularly customer relationship management (CRM), value-added services, and product quality and safety assurance affects customer loyalty and, in turn, drives brand promotion. Utilizing a descriptive quantitative research design, a cross-sectional survey was administered in the Philippines, with data analyzed through Structural Equation Modeling (SEM). The findings indicate that CRM exerts the most significant influence on customer loyalty, while product quality and safety assurance also positively contributes. Importantly, customer loyalty emerged as a strong driver of brand promotion. The model demonstrated high predictive power for customer loyalty and substantial explanatory power for brand promotion. These results highlight that strong customer relationships developed through CRM are essential for fostering loyalty and positioning customers as effective brand advocates. Preserving product quality and safety assurance is fundamental, the study's results imply that companies should purposefully put in comprehensive CRM systems and tailored encounters. To develop devoted clients, hence boosting brand awareness and securing sustained competitive advantage. Future studies ought to broaden the scope of investigated factors and explore more generalizable geographical settings to improve generalizability.

This study examines how multimedia arts students perceive generative artificial intelligence (AI) as a potential threat to traditional artistic practices. While AI-powered tools are increasingly integrated into creative processes, offering benefits such as efficiency, expanded techniques, and access to new artistic possibilities, their use has sparked concerns about the declining role of manual skills and the authenticity of AI-generated works. Using Rogers’ Diffusion of Innovations Theory as a framework, this research explores student insights through qualitative analysis, including keyword frequency and word cloud visualization. Results indicate a generally positive attitude toward AI’s practical applications, yet students express reservations about its impact on creative identity, originality, and ethical considerations such as copyright and attribution. These findings suggest a need for educational approaches that introduce AI critically and constructively, ensuring that emerging technologies enhance rather than replace human creativity. Future research should explore pedagogical strategies that preserve traditional artistic values while preparing students to navigate an evolving creative landscape.

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.

Digital portfolios have become an essential assessment tool in project-based and student-centered learning environments. Unfortunately, students exert minimal effort in creating digital portfolios because they find the writing component unchallenging. This issue is concerning since existing research predominantly focuses on the use of pre-existing platforms for building digital portfolios. With this concern, there is an opportunity to explore more challenging approaches to digital portfolio creation. Consequently, this study employs a project-based learning (PBL) approach within a website design and development course, where 176 undergraduate students completed weekly coding tasks culminating in a self-coded digital portfolio. Using a one-group posttest-only research design, data were collected through a structured questionnaire that included demographic items and validated scales measuring learning effectiveness and ownership of learning. The survey was administered electronically after students submitted their digital portfolio projects. The results reveal that device ownership shows only weak associations with students’ perceptions, while internet connectivity and self-reported academic performance demonstrate stronger relationships with engagement and ownership of learning. Additionally, prior experience with digital portfolios positively influences students’ engagement, motivation, and ownership of learning. Implications of these findings are discussed for supporting the integration of digital portfolios into technical disciplines. Overall, this study contributes to the literature on PBL methodology, expands our understanding of digital portfolio integration, and underscores the significance of student-centered pedagogies.

This study seeks to predict the intention to adopt greener last-mile delivery in telemedicine supply chain using machine learning-based approach. Data used in the study were acquired from 349 respondents in the Philippines, and examined using different machine learning techniques, namely, Gradient Booting, Random Forests, Support Vector Machines, K-Nearest Neighbor, XGBoost, and Decision Tree further validated using various performance metrics. Results demonstrated that more than 80% of machine learning models' performance accurately predict intention to adopt greener last-mile delivery in telemedicine. Moreover, RF, SVM, and XGB attained optimal prediction performance. Attitude towards greener delivery, perceived behavioral control, perceived usefulness, were the most significant factors influencing the intention to adopt greener last-mile delivery, followed by subjective norms and trust in technology. Interestingly, perceived ease of use ranks the lowest, indicating that intention to adopt greener last-mile delivery among individuals is mostly affected by attitude to support green logistics and their perceived benefits rather than the ease and trust of using this technology. Lastly, theoretical and practical implications, together with effects in telemedicine supply chain are presented at the end of the study.

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.