Insider Spotlight
The move comes as AI-driven productivity gains in the Philippines could reach P2.8 trillion by 2030, positioning the country to shift from a service-led economy to an innovation hub.
The new office in Ayala Triangle Gardens, Tower 2, brings Salesforce closer to local customers while tapping into the country’s deepening digital talent pool.
Driving the news
“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,” Abraham Cuevas, regional vice president and country manager, Salesforce Philippines, said in a press release.
Trade and IndustrySecretary Cristina A. Roque said the investment strengthens the nation’s digital competitiveness, noting that Salesforce’s pledge to train 12,000 Filipinos “supports our goal of building a future-ready workforce.”
The big picture
Salesforce is pushing the Agentic Enterprise model, where AI tools elevate human capabilities across roles and workflows. Its Agentforce 360 platform unifies data, apps, metadata, and agents to boost employee productivity and customer engagement.
Tagalog is now available on Agentforce for Service and Employee Agent, a milestone designed to help businesses deliver more intuitive sales and support experiences.
State of play
Top Philippine enterprises including Ayala Land, BPI, Cebu Pacific, Meralco, Philippine Airlines, PLDT, and Maxicare already use Salesforce solutions to enhance efficiency and unlock new revenue opportunities. Converge ICT Solutions is building one of the first generative AI contact centers in the Philippines and expects a 30 percent efficiency lift.
“Our collaboration with Salesforce has been fundamental to our mission to deliver fast and frictionless service,” said Eugene Yeo, chief executive advisor of Converge.
What they’re saying
Information and Communications Technology Secretary Henry Aguda said AI will “unlock innovations, sharpen efficiencies, and create opportunities,” adding that Salesforce’s expanded presence gives Filipino businesses access to world-class tools.
Beyond business
Salesforce is expanding its Trailhead training programs with local universities and partners and continues to support community initiatives such as the STARBOOKS project, which has aided 475 students in Mindoro and Bataan. — Princess Daisy C. Ominga |Ed: Corrie S. Narisma
