Adapt or die: How AI, agents, automation rewire marketing with early adopters winning

Upgrade to High-Speed Internet for only ₱1499/month!

Enjoy up to 100 Mbps fiber broadband, perfect for browsing, streaming, and gaming.

Visit Suniway.ph to learn

THE marketing landscape is changing fast, and those who don't evolve risk being left behind.

Gian Reyes KMC SOLUTIONS PHOTO

This stark reality is at the core of KMC Solutions' new marketing approach, led by Gian Reyes, the company's vice president of marketing and strategic partnerships.

Under his leadership, KMC Solutions – the Philippines' largest provider of flexible office space and employer of record (EOR) services – has adopted an AI-driven, system-based marketing approach that is setting the standard for the industry.

"We're at a crossroads: adapt or die. Companies that don't embrace AI and automation in their marketing will struggle to keep up. We're not just building marketing campaigns anymore; we're creating a marketing engine that powers growth – autonomously, continuously, and in real time," Reyes said.

Reyes is leading KMC's transformation into a marketing powerhouse with the integration of a fully interconnected AI marketing ecosystem.

Rather than relying on disconnected campaigns and manual processes, KMC has embraced an AI-driven system that automates workflows, personalizes outreach, and optimizes performance across channels and time zones.

"AI isn't just a tool. It's the operating system for the future of marketing/ We've shifted from isolated campaigns to building a marketing system that's always running, learning and optimizing itself. This allows us to deliver personalized experiences at scale, no matter where our prospects are in the world," he explained.

The fundamental shift from campaign-based marketing to system-based marketing is what sets KMC apart.

Instead of launching large, sporadic campaigns, KMC's marketing team now runs ongoing, real-time programs that adapt to market shifts and customer behavior as they happen.

The integration of AI-powered tools into a cohesive system ensures that every prospect and customer is met with personalized, relevant messaging at the right moment, no matter the time zone or channel.

"Through the use of AI and automation, we've eliminated the bottlenecks that come with traditional campaigns/ With tools like n8n and ChatGPT, we automate personalized outreach and lead qualification, ensuring we can scale our marketing efforts without increasing headcount," Reyes said.

Whether it is automated lead scoring, real-time content generation or AI-generated ideo pitches, the system is designed to deliver an unmatched level of personalization, across markets and languages.

"We can now engage with customers in the Philippines, Vietnam, Mexico, and Colombia all at once, sending them content that speaks directly to their needs. This system allows us to build deeper, more meaningful relationships with our prospects, with content tailored to their specific behavior and preferences," he added.

"Marketing leaders who don't embrace AI today will be left behind tomorrow. The gap between early adopters and those who are slow to change is widening rapidly. Companies that fail to act now will find it difficult to compete in an AI-powered world," he emphasized.

Reyes stressed that the future chief marketing officer (CMO) will need to think like a chief information officer, orchestrating complex systems that drive growth rather than simply managing creative campaigns.

"Today's CMO must build marketing systems, not just campaigns. It's about orchestrating AI and data to create personalized experiences at scale. Those who can do this will lead the charge. Those who can't will be stuck watching from the sidelines," he noted.

"We're not done innovating yet. The systems we've built today will only get smarter and more integrated. We're constantly testing, iterating and adapting to ensure we're always ahead of the curve," Reyes said.