Salesforce launches new hub in the Philippines to drive AI growth
MANILA, PHILIPPINES — Salesforce, a global provider of AI customer relationship management (CRM), has officially expanded its operations into the Philippines with a new Manila office, a strategic move aimed at empowering local businesses and building a future-ready workforce through significant investment in AI skills development.
“The Philippines is a dynamic and incredibly important market for Salesforce, and our expansion here underscores our deep commitment to supporting the country’s digital transformation journey,” said Abraham Cuevas, Regional Vice President and Country Manager at Salesforce Philippines.
Salesforce AI to add $47.4Bn to Philippine economy
The company’s entry comes at a time when AI is projected to infuse PHP2.8 trillion (US$47.4 billion) into the local economy in 2030.
This investment is positioned as a turning point, transforming the national economy into a service-based, knowledge-driven innovation center that would increase productivity and open up further growth opportunities. Salesforce is facilitating this change by enabling corporations in the Philippines to become Agentic Enterprises.
Salesforce CRM and AI are already in use by major companies such as Ayala Land, Bank of the Philippine Islands, and Philippine Airlines to enhance customer experience (CX) and improve operational efficiency.
An example is Converge ICT Solutions, which is currently using the platform to develop one of the first generative AI contact centers in the country, aiming to improve efficiency by 30%.
“By unifying our systems and deploying AI, we’ve empowered our teams to be more productive and respond to customers faster,” noted Eugene Yeo, Chief Executive Advisor at Converge ICT Solutions.
Salesforce bets on Filipino AI talent
An essential aspect of the growth is significant investment in the training and development of the local labor force to meet the urgent demand for AI-capable skilled labor.
Salesforce has committed to training 12,000 Filipino employees in desirable CRM and AI skills over the next five years, with a history of training more than 53,000 graduates through its programs.
“Salesforce’s expansion is a strong boost to our digital economy. Opening a new office in Manila affirms the Philippines’ position as a growing hub for technology and innovation,” noted Cristina A. Roque, Secretary of the Department of Trade and Industry (DTI).
This move aims to drive inclusive development and ensure the availability of a local talent pool to meet the emerging needs of the digital economy.
The training is provided through the free Trailhead online Salesforce platform and through partnerships with academic and development-related organizations, such as Asia Pacific College, Bulacan State University, and the Ayala Foundation.
This ecosystem is supported by a thriving local Trailblazer community of over 1,500 members, which fosters knowledge sharing and professional networking to cement the country’s emerging AI ecosystem further.
Henry R. Aguda, Secretary of the Department of Information and Communications Technology (DICT), concluded that “With Salesforce strengthening its presence in the Philippines, our businesses gain easier access to world-class AI and CRM solutions.”
“This means Filipino enterprises can adopt technology with confidence, compete on a larger stage, and take their place in the global digital economy.”
