Salesforce expands into the Philippines

Apart from opening a new office in Metro Manila, Salesforce commits to training 12,000 local talents with AI and CRM skills over the next five years and announces availability of Tagalog on Agentforce to serve local needs.

Salesforce expands into the Philippines as the leading AI CRM vendor looks to support the growth of businesses in the country by helping them transform into agentic enterprises. The expansion will include the establishment of an office in Manila, with plans to train 12,000 local talents with AI and CRM skills over the next five years.

Salesforce’s Philippines growth will be led by Abraham Cuevas, Regional Vice President and Country Manager. The expansion into the Philippines comes at a critical moment as AI is projected to fuel significant economic growth in the market, with productivity and cost benefits amounting to PHP 2.8 trillion (USD 50.7 billion) by 2030.

The Philippines will also be hoping to catch up with the rest of Southeast Asia in their AI development and deployment. As such, Salesforce believes the expansion and adoption of AI offers a way for the Philippines to evolve from a service-oriented economy to a knowledge-driven innovation hub by enhancing productivity and unleashing human potential.

“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 Cuevas.

“With our new office in the Philippines, we are better positioned to empower Filipino businesses to transform into Agentic Enterprises while also supporting the local ecosystem by equipping Filipino workers with the critical AI skills needed for the future econom,” he added.

According to Department of Trade and Industry Secretary Cristina A. Roque, Salesforce's expansion is a strong boost to the country’s digital economy.

“Opening a new office in Manila affirms the Philippines' position as a growing hub for technology and innovation. Their pledge to train 12,000 Filipinos in Al and CRM skills supports our goal of building a future-ready workforce and helps our businesses stay competitive in the fast-advancing digital landscape," said Roque.

Transforming customers into Agentic Enterprises

Salesforce is uniquely positioned to lead customers through this transformation by enabling them to become Agentic Enterprises, a new model of work where AI elevates people rather than replacing them. With Agentforce 360, Salesforce integrates apps, data, metadata, and agents on a deeply unified platform, empowering every employee to achieve more, every customer-facing moment to deliver more, and every company to operate with unprecedented intelligence and speed.

Agentforce for Service and Employee Agent is now also available in Tagalog, a significant step for the agentic era in the Philippines. The availability of Agentforce in Tagalog allows local businesses to accelerate their digital transformation and deliver superior customer experiences and efficient business operations.

Salesforce already serves as a trusted digital advisor for Philippines customers of all sizes. Leading businesses such as Ayala Land, Bank of the Philippine Islands, Meralco, Philippine Airlines, and PLDT are using Salesforce CRM and AI technologies to enhance customer experience, improve operational efficiency and unlock new revenue streams. Industry innovators such as Maxicare use Agentforce to automate dental LOA requests, reducing manual workload and enhancing customer experience.

Converge ICT Solutions, a leading technology solutions provider in the country, is using the Salesforce platform to transform into an AI enterprise. The company has created a comprehensive view of customers, which it uses to deliver more efficient and intelligent experiences across sales, service, and marketing. Leveraging Salesforce solutions, Converge is building one of the first generative AI contact centres in the Philippines and is on track to increase efficiency by 30 percent.

“Our collaboration with Salesforce has been fundamental to our mission to deliver fast and frictionless service, especially now as we transform from a traditional telco to a full-fledged technology company. By unifying our systems and deploying AI, we’ve empowered our teams to be more productive and respond to customers faster. We look forward to continuing our transformation journey with Salesforce as the company deepens its commitment to the Philippines,” said Eugene Yeo, Chief Executive Advisor, Converge ICT Solutions.

“Artificial Intelligence is not just a trend but a powerful economic accelerator. It will unlock new innovations, sharpen efficiencies, and create opportunities for every sector. 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,” said Secretary Henry R. Aguda of the Department of Information and Communications Technology.

Salesforce also has an extensive partner ecosystem in the Philippines including partners such as Accenture, Appistoki (part of the Novare Group), Ascendion, Deloitte and ValueHub. These trusted partners extend the power of Salesforce’s open, extensible platform, building apps and agents for any use case and bringing deep industry expertise to customers looking to implement Agentforce and other Salesforce offerings.

Part of the expansion includes plans to equip 12,000 Filipino workers with in-demand CRM and AI skills over the next five years. Salesforce has already trained more than 53,000 Filipino learners through this ongoing initiative to empower Filipino talent with future-ready digital and AI skills, driving innovation and inclusive growth across the country.