John Heland Jasper C. Ortega
34 Publications
Scopus ID: 105018234081
2025 IEEE 16th Control and System Graduate Research Colloquium (ICSGRC), (2025), pp. 19-24
Conference Paper | Published: September 18, 2025
Abstract
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.
Scopus ID: 105016182939
2025 Seventh International Symposium on Computer, Consumer and Control (IS3C), (2025), pp. 1-4
Conference Paper | Published: August 29, 2025
Abstract
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.
Scopus ID: 105015753578
2025 International Symposium on Educational Technology (ISET), (2025), pp. 01-05
Conference Paper | Published: August 19, 2025
Abstract
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.
Scopus ID: 105015693655
2025 International Symposium on Educational Technology (ISET), (2025), pp. 124-128
Conference Paper | Published: August 19, 2025
Abstract
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.
Scopus ID: 105015670521
2025 International Symposium on Educational Technology (ISET), (2025), pp. 245-249
Conference Paper | Published: August 19, 2025
Abstract
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.
Scopus ID: 85206691062
2024 IEEE 15th Control and System Graduate Research Colloquium (ICSGRC), (2024), pp. 290-295
Conference Paper | Published: January 1, 2024
Abstract
Children in street situations are prone to physical and emotional abuse, exploitation, medical and financial problems. This research aims to examine the root causes of children in street situations' deprivations, to contribute to the welfare of children in street situations, and to propose strategies for addressing the matter through a multimedia project, specifically by a hybrid 2D & 3D educational animated series and website. It will also explore the impact of educational animated series and websites that will provide a comprehensive understanding of the challenges faced by children in street situations. It serves to raise awareness, promote understanding, and potentially generate solutions to improve the lives of children in street situations. This multimedia project can be an educational tool to various NGOs and organizations that cater to children in street situations. This was found to be effective by providing an educational series and website with information on how to access basic needs and to provide a safe and supportive environment for children in street situations. The study utilizes a mixed qualitative and quantitative research design, it provides valuable insights into the challenges through interviews, pre-assessment, post assessment, and survey questions. The study has important implications for policymakers, educators, government, and practitioners working with children in street situations and highlights the importance of providing a safe and supportive environment for children in street situations to thrive.
Scopus ID: 105000327575
TENCON 2024 - 2024 IEEE Region 10 Conference (TENCON), (2024), pp. 1290-1293
Conference Paper | Published: January 1, 2024
Abstract
To ensure students achieve timely and satisfactory graduation, it's essential to assess their future performance based on ongoing academic records and implement instructional interventions. Within the educational context, students fall into two categories: regular and irregular, each governed by distinct academic regulations. Regular students follow a predetermined curriculum, which provides a clear path to graduation and enhanced access to required courses, facilitating efficient progress toward degree completion. On the other hand, irregular students encounter challenges such as disruptions and delays, necessitating additional time and support to fulfill degree requirements. Guiding both regular and irregular students and improving their study plans require appropriate guidance and academic intervention. To address the existing research gap, this study presents a Criteria-based Recommender Platform for Achieving Optimal Time-to-Graduation Utilizing a Backward Chaining Algorithm. This platform automatically generates a personalized study plan by considering predefined criteria and parameters, enabling students to evaluate the timeline for completing their degree program. By leveraging the backward chaining algorithm, the platform's predictive model captures intricate relationships and dependencies within the data, providing valuable insights and predictions. This adaptive approach continuously refines predictions based on new data, enhancing accuracy and utility in guiding decision-making processes related to study plan generation.
Scopus ID: 85199900203
2023 IEEE 15th International Conference on Humanoid, Nanotechnology, Information Technology, Communication and Control, Environment, and Management (HNICEM), (2023), pp. 1-5
Conference Paper | Published: January 1, 2023
Abstract
Throughout the centuries, Philippine poetry, in its modern form, has made its way online with the rise of digital technology. However, an online article suggests that most Filipino poems are left on library shelves unappreciated. This lack of demand causes limited amounts of publishing. Thus, bookstores and publishing companies would not invest in these writers’ works. With this, the researchers investigated whether there is a lack of appreciation and promotion of Filipino poetry in today's generation and whether a hybrid short film is an effective multimedia outlet to promote the said field. All of the results yielded positive in that the participants showed interest in Filipino poetry after the film and had positive remarks about its technical aspects. Initially, the pre-test assessment showed that the respondents' interest in Filipino poetry gained a weighted mean of 3.67 out of 5 overall. In the post-assessment, however, gauging whether the short film helped pick their interest, there was a notable increase of 0.96 in the weighted mean, making it an average of 4.63. This project shows that the short film impacted the viewers regarding attaining the proponents' goals.
Scopus ID: 85174292970
2023 International Conference on Information Technology Research and Innovation (ICITRI), (2023), pp. 118-122
Conference Paper | Published: January 1, 2023
Abstract
Wind power is a challenge in power generation. The tortuous process stages in generating voltage become a significant problem to be solved properly. One indicator of the process is the determination of the right wind speed because it always changes at any time and under circumstances. For this reason, accurate predictions are needed so as to maintain the smooth integration of wind power into the overall system. Machine learning is used as a promising approach to dealing with wind intermittent power because wind speed prediction methods have been developed in recent years. This study explores climate patterns in the Philippines using data collected from PAGASA. The data is trained and tested with a machine learning model to predict wind speed. This research resulted in the Gaussian Process Regression (GPR) model outperforming other models and is very suitable for datasets in achieving accurate and reliable predictions.
Scopus ID: 85149956960
Lecture Notes in Networks and Systems, (2023), pp. 9-18
Book Chapter | Published: January 1, 2023
Abstract
The difficulty with manually analyzing and processing data is that it takes too long, prone to degradation and other problems. Government agencies cannot reduce cases due to a lack of sufficient knowledge and analysis to determine the fundamental trend of RTI cases. Besides, the general public is utterly uninformed of road situations. Roadcast, a Vehicle Incident Management System, is a practical approach to minimizing road incidents. This study presents the automation of the manual process of collecting and analyzing incident data and transparency with the general public. The output of the study will be a web application system that will produce descriptive analytics, hot spots, and forecasting (7MA), supporting the PNP’s preparation for the projected future incident cases in the following week and determining the hazardous area in Pasig City through the hot spots. The general public will be informed of the number of road incidents in a particular barangay, entire cases in Pasig City, and other data visualizations integrated into the dashboard. Scrum Methodology was used to construct the system, and numerous users with varying responsibilities and administrator permissions were necessary to access and control the system. Alpha and Beta Testing examined the system’s functionality, usability, reliability, performance, and supportability. The researchers used purposive sampling to survey (11) technical and (49) non-technical respondents. The researchers received a score of 4.74, which translates to “Strongly Agree.” The system received positive feedback from both technical and non-technical respondents.