Philippines — Speech AI company Sanas is expanding its presence in the Philippines with the appointment of Jack Madrid as Sanas Ambassador, Philippines, and Christopher Venturina as Director of Business Development, Philippines.
The appointments, which take effect on the 11th of October, are part of the company’s efforts to strengthen its local operations and relationships with enterprises, business process outsourcing (BPO) providers and technology partners.
Madrid currently serves as President and CEO of the IT & Business Process Association of the Philippines (IBPAP), while Venturina brings experience in the country’s outsourcing and customer experience sectors.
“The Philippines has spent decades building one of the world’s strongest customer experience industries. What AI changes is not the value of that talent, but what people can accomplish with the right technology,” said Sharath Keshava Narayana, Co-Founder and CEO of Sanas.
“We are investing in the Philippines because we believe the country can play a leading role in defining how people and AI work together to create better customer experiences,” he continued.
Madrid will join Sanas after more than two decades of experience spanning banking, technology, digital commerce, media and industry leadership.
As head of IBPAP, Madrid helped oversee the growth of the Philippine IT-BPM sector, which surpassed US$40 billion in annual revenues and supported approximately 1.9 million Digital Filipino Workers under his leadership, according to Sanas.
His appointment comes as businesses and BPO providers assess how artificial intelligence can be incorporated into customer experience operations alongside human workers.
“The conversation around AI and the Philippines should not simply be about what technology can replace. It should be about what technology can help Filipino talent do better,” said Jack Madrid, Sanas Ambassador, Philippines.
“The Philippines has an opportunity to lead the next chapter of global customer experience by combining the strengths of its people with technology that helps them communicate, perform, and connect more effectively. That is what makes this opportunity with Sanas particularly exciting to me,” he continued.
Madrid has previously held senior roles at Citibank, Dell Technologies, Yahoo! Philippines, MTV Philippines, Ayala Corporation and Multiply.com. He has also been involved in discussions around AI adoption, workforce readiness, digital infrastructure and the future of work.
Meanwhile, Venturina will focus on developing Sanas’ relationships with enterprise customers, BPO providers and technology partners in the Philippines and the wider region.
“The conversation has moved from whether AI will affect customer experience to how companies can use it effectively and responsibly,” said Christopher Venturina, Director of Business Development, Philippines, Sanas.
“Our role is to help organizations turn that interest into practical applications that support employees, make conversations more effective, and deliver better customer experiences,” he continued.
Sanas said the Philippine market is a key focus as businesses face increasing demand for faster and more personalised customer interactions while seeking to improve productivity and performance.
The company currently works with more than 200 enterprises globally and processes millions of live voice interactions each day. It was also ranked eighth on the 2026 Inc. 5000 list of America’s Fastest-Growing Private Companies, while ranking first in the AI & Data and California categories, according to the company.
Sanas said its approach is focused on using AI alongside human expertise rather than solely automating customer interactions.
“Technology should ultimately make it easier for people to understand and connect with one another,” said Shawn Zhang, CTO and Co-Founder of Sanas.
“The Philippines has shown the world what exceptional customer experience looks like. We believe AI can help Filipino professionals and the organizations they work with take that capability even further,” he continued.
The appointments of Madrid and Venturina mark a further expansion of Sanas’ operations in the Philippines as the company targets enterprises, BPO providers and technology partners in the country.
