The Palawan Group of Companies marked a significant milestone with the successful staging of its first-ever Marketing Summit, “Palawan NEXTGEN: Marketing in the Age of AI, CX, and Innovation.” Held at Valle Verde Country Club in Pasig City, the two-day summit gathered leaders and experts from finance, marketing, advertising, consumer research, technology, and artificial intelligence. Speakers included representatives from Google and TikTok, respected institutions such as Bank of the Philippine Islands (BPI), and government entities like the Bangko Sentral ng Pilipinas (BSP).
The event created a high-impact exchange of insights designed to strengthen Palawan Group’s marketing strategies and reinforce its position as a frontrunner in innovation and customer engagement.
Palawan NEXTGEN: Driving Growth and Collaboration
Karlo M. Castro, President and CEO of Palawan Group of Companies, emphasized the role of the summit in uniting professionals toward shared goals of growth and innovation. He stated, “This summit is a platform for dialogue — a space where we can exchange ideas, learn from each other, and build stronger strategies together. In today’s fast-moving environment, open collaboration is the key to staying effective and competitive.”
He further explained the focus of the summit, saying, “In this Marketing Summit, our first ever, our focus is clear: how to better embrace technological advancements and maximize new tools and new ways of thinking to serve our customers better. We are particularly looking at the power of artificial intelligence, and how AI can help us design better marketing strategies, run smarter promotions, and create a more personalized and meaningful customer experience. Ultimately, every step we take and every innovation we drive is dedicated to one purpose: creating more value for our Sukis.”
First Day: Finance and Consumer Trends
The summit opened with the theme “Foundations of Growth: Finance Industry and Consumer Trends.” This session explored macroeconomic forces, financial inclusion, consumer behavior, and opportunities for innovation across different life stages.
The program examined shifting market dynamics, the evolving media habits of younger generations, and increasing customer expectations in financial services. These discussions gave Palawan Group a deeper understanding of how to adapt to change and how to create strategies that align with modern consumer needs.
This approach supports Palawan Group’s ongoing efforts to develop its innovative brick-tech model. The company integrates its nationwide network of over 3,500 Palawan Pawnshop–Palawan Express Pera Padala branches with the growing digital reach of PalawanPay, which is already trusted by more than 21 million users.
Second Day: AI and the Future of Marketing
The second day carried the theme “AI: The Future of Palawan Marketing.” Discussions highlighted how artificial intelligence is reshaping both finance and marketing. Topics included AI’s ability to improve customer experience, enhance creative campaigns, and accelerate product innovation.
Speakers from global platforms and technology providers shared insights on emerging tools and applications. The sessions reflected Palawan Group’s commitment to harness AI as a transformative force that will allow it to connect with and serve millions of Sukis nationwide and beyond.
A Vision for the Future
In his closing message, Bernard Kaibigan, Chief Marketing Officer of Palawan Group, highlighted the importance of turning insights into action. He said, “Over the past two days, we did not just talk about trends, AI, and customer experience. We reimagined the future of financial services, and more importantly, the role that the Palawan Group of Companies will play in shaping that future for millions of Filipinos. With over 3,500 branches and more than 21 million users in our app, we are not just witnesses to change, we are the drivers of it.”
The summit demonstrated Palawan Group’s commitment to building a stronger organization that blends financial expertise with AI-driven innovation. By fostering collaboration among marketing, sales, operations, customer service, and management teams, the event created an environment for bold strategies and fresh perspectives.
Palawan Group’s Mission
The Palawan Group of Companies Marketing Summit 2025 was more than an industry gathering. It became a defining moment that showcased the company’s vision of growth, innovation, and customer-focused service. The summit reinforced the company’s mission to use technology and innovation not for their own sake, but to create greater financial inclusion, deliver more value, and provide meaningful service to its Sukis.
With the success of its inaugural Marketing Summit, Palawan Group established a strong foundation for the future, one that combines traditional strengths with cutting-edge technologies to serve millions of Filipinos more effectively.
