Philippines call center body rebrands as CXAP in AI pivot
MANILA, PHILIPPINES — The Contact Center Association of the Philippines (CCAP) has rebranded as the Customer Xperience Association of the Philippines (CXAP), announced at the 10th annual Contact Islands conference in Cebu on May 26–28.
According to a report from ABS-CBN News, the 25-year-old industry body’s name change marks a formal positioning shift from transaction-based voice delivery to AI-enabled, multi-channel customer experience operations.
AI adoption and revenue growth drive CCAP rebrand
The sector generated $33.9 billion in revenue in 2025 — a 7% year-on-year increase that accounts for more than 84% of total Philippine IT-BPM industry revenue — and projects $35.7 billion in 2026 despite ongoing geopolitical uncertainty, with AI integration accelerating rather than disrupting the growth trajectory.
A CXAP executive survey found 52% of member organizations report moderate AI adoption, with generative AI, predictive analytics, and chatbots leading current implementation — a diffusion rate that has not displaced overall employment but has materially changed the shape of available roles.
“Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience solutions to the world. Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value,” said Haidee C. Enriquez, CXAP President.
Prompt engineers and AI trainers offset transactional roles
The sector added 60,000 jobs in 2025 to reach 1.68 million full-time employees, with total headcount forecast to reach 1.73 million in 2026 as demand for AI-adjacent roles grows alongside continued CX delivery expansion.
Prompt engineers, AI trainers, and solutions architects are absorbing headcount displacement from transactional call handling as operators retool their talent mix to support AI oversight, model development, and complex escalations that automation cannot resolve.
The rebrand positions CXAP as the industry body for a sector that has already moved from cost-arbitrage staffing to multi-capability AI-enabled delivery, with the name change signaling that association advocacy and identity will follow the work, not the historical label.
The $33.9 billion revenue figure combined with 60,000 net jobs added in 2025 challenges the narrative that AI adoption in Philippine contact centers is producing net workforce reduction.
For BPO operators and enterprise CX buyers, the CXAP rebrand is a market-level signal: the Philippines’ 1.68 million-strong CX workforce is repositioning around AI-enabled delivery, and the industry body representing that workforce is formalizing the shift through its own identity.
The sector that built its global position on cost and English fluency is now building institutional infrastructure to compete on AI-integrated capability as well. The revenue and employment data from 2025 confirm the transition is well underway.
