As AI becomes more embedded in marketing, the opportunity is shifting from simply automating tasks to making smarter decisions throughout the customer journey.
Ahead of the Global Virtual MarTech Summit, we spoke with Joepy Jean Libo-on, Head of Marketing at HONOR Philippines, about predictive customer insights, the evolving role of human marketers, AI literacy and how brands can use AI to create more meaningful customer relationships.
About HONOR
HONOR is a global consumer technology brand offering smartphones, tablets, laptops, wearables and other smart devices. With a growing focus on AI-powered technology and connected experiences, HONOR develops products designed to make intelligent technology more accessible and useful in everyday life.
Quick Q&A with Joepy Jean Libo-on
Could you please give us a quick introduction of yourself and share a bit about your role at HONOR?
I’m Joepy Libo-on, Head of Marketing at HONOR Philippines. I’ve been in 360° marketing for around 12 years, working across brand strategy, PR, digital, social media, events, creatives, community, and integrated campaigns. Today, I’m working in an AI-driven consumer technology company, which puts me right in the middle of how AI is changing not only marketing, but also the products and experiences we bring to consumers. At HONOR, I lead our local marketing efforts and translate global strategies into campaigns that connect with Filipino consumers.
Why did you choose to participate in this summit?
One reason is that I want to help bridge the gap between AI and marketers. There’s still a perception that AI can hinder creativity, but I see it differently. AI can take away repetitive and time-consuming tasks—imagine resizing one artwork into 300+ layouts—so marketers can spend more time developing better ideas, concepts, and creatives.
I also want to bring the perspective of an AI-driven consumer technology company. We see firsthand how Filipino consumers understand, receive, and sometimes misunderstand AI. With varying levels of digital and AI literacy in the market, I want to share what we’re learning about making AI easier to understand, more useful, and less intimidating—while also encouraging people to use it responsibly.
Where do you think predictive insights can make the biggest difference across the customer journey – acquisition, conversion, engagement or retention?
Every part of the customer journey is important—acquisition, conversion, engagement, and retention all work together. But if I had to choose one, I would say retention because, ultimately, that is one of the goals of acquisition. We don’t acquire customers just for one transaction; we want them to keep choosing the brand.
Predictive insights can help us understand when customers may disengage, what they might need next, or when they could be ready to upgrade—even before they tell us. It allows marketing to move from reactive to proactive and helps turn acquired customers into long-term brand relationships.
As AI becomes better at predicting what customers are likely to do next, what do you think will become more important for human marketers?
For human marketers, I think our role becomes even more focused on making our brands and products genuinely beneficial to people—and communicating those benefits clearly. AI can predict what customers might do, but marketers know the brand, its purpose, its strengths, and how we want to elevate it.
At the same time, marketing cannot only be about selling what we already have. We need to keep listening to consumers and help improve and upgrade our products and experiences so they can adapt to ever-changing customer needs. AI can give us intelligence, but humans still have to decide how we turn that intelligence into real value.
Can you share one personal or professional goal you’d like to achieve in 2026?
In 2026, I really want to help bridge the gap between AI and Filipino consumers. I want people to understand that AI is not our enemy. Used properly, it can help us work faster, learn faster, and achieve more in a fast-paced world.
Beyond my role at HONOR, I also founded Marketing Guardian PH, a marketing consultancy and learning platform. Through it, I want to help consumers, marketers, and brands understand how to use AI responsibly. Today, anyone can generate a photo, video, or piece of content in seconds, but accessibility should come with accountability. We still have a responsibility to verify facts, think critically, and understand what we create and share.
Ultimately, I want to help promote better AI literacy and proper AI etiquette in the Philippines—using AI not as a replacement for human thinking and creativity, but as a tool that helps us do more with them.
AI can help marketers anticipate customer needs and make faster decisions, but human judgement, creativity and responsibility remain essential to turning those insights into genuine value.
Join Joepy Jean Libo-on and fellow marketing leaders at the Global Virtual MarTech Summit as we explore how AI, data and technology are shaping the future of customer engagement.
Global Virtual MarTech Summit APAC & EMEA
Global Virtual MarTech Summit APAC & EMEA, where leading marketing professionals gather to explore this year’s theme: The Real-Time Customer.
As customer expectations continue to rise, brands across APAC and EMEA are under increasing pressure to connect data, AI and customer engagement in more meaningful, timely and measurable ways. This summit will spotlight practical strategies, real-world use cases and regional perspectives on how marketing teams can move closer to real-time customer understanding and action.
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
Stay up to date with our Speaker Line-up, Session Information, and Agenda Updates by following us on:
See more MarTech Thoughts interview pieces here!
Last updated: August 2026
