Salesforce, the global artificial intelligence (AI) customer relationship management (CRM), announced Tuesday the company’s expansion into the Philippines, establishing an office in Manila, and growing the country’s AI ecosystem by investing in skills development for the local workforce.
The firm said in a statement that this strategic expansion into the Philippines aims to support the growth of businesses in the Philippines and help them transform into Agentic Enterprises.
Salesforce’s Philippines growth will be led by Abraham Cuevas, Regional Vice President and Country Manager.
The new office will be located in Manila’s Ayala Triangle Gardens, bringing Salesforce’s team closer to customers and partners in the market and enabling Salesforce to tap on local talent.
Salesforce’s expansion in 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 ($50.7 billion) by 2030.
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,
“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 economy,” said Abraham Cuevas, Regional Vice President and Country Manager, Salesforce Philippines.
Philippine Department of Trade and Industry Secretary Cristina A. Roque said 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,” she added.
According to the statement, Salesforce already serves as a 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.
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.
Salesforce has also pledged to equip 12,000 Filipino workers with in-demand CRM and AI skills over the next five years.
The firm 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.