Manila, Philippines – Salesforce has expanded its operations in the Philippines by opening a new office in Metro Manila and increasing its involvement in the country’s AI and digital skills ecosystem.
The move is intended to support the growth of local enterprises and help organisations adopt an AI-focused business model. The company’s activities in the country will be overseen by Abraham Cuevas, regional vice president and country manager at Salesforce Philippines.
The new office, situated in Ayala Triangle Gardens Tower 2, places the team nearer to customers and partners while offering access to a wider pool of local talent.
“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 commented.
He added, “With our new office in the Philippines, we are better positioned to empower Filipino businesses to transform into agentic enterprises and support the local ecosystem by equipping Filipino workers with the critical AI skills needed for the future economy.”
Salesforce’s expansion comes at a time when AI is expected to contribute substantial productivity and efficiency gains to the Philippine economy by 2030. AI is seen as a key mechanism for moving the country towards more knowledge-driven growth by improving operational output and strengthening human capability.
“Opening a new office in Manila affirms the Philippines’ position as a growing hub for technology and innovation,” Cristina A. Roque, department of trade and industry secretary, stated.
She added, “Salesforce’s 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.”
As part of its wider strategy, Salesforce is promoting the shift towards Agentic Enterprises, where AI tools improve the effectiveness of employees and business processes.
Its unified platform, Agentforce 360, brings together applications, data and AI agents to help organisations improve decision-making, streamline operations and enhance customer interactions.
Agentforce for Service and Employee Agent is also now available in Tagalog, expanding access for local organisations looking to introduce AI-enabled services and improve customer engagement in the domestic market.
Salesforce currently works with a range of Philippine companies, including major firms in property, banking, utilities, aviation and telecommunications. Several organisations are using Salesforce technologies to enhance customer experience, strengthen internal workflows and explore new revenue opportunities. One example is Maxicare, which uses Agentforce to automate dental approval processes, easing manual workloads and improving service delivery.
Converge ICT Solutions has also deployed the platform to build an AI-enabled contact centre and integrate customer data across its operations in sales, service and marketing.
“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,” Eugene Yeo, chief executive advisor at Converge ICT Solutions, commented.
He added, “By unifying our systems and deploying AI, we’ve empowered our teams to be more productive and respond to customers faster.”
Salesforce’s partner network in the Philippines includes global and local firms such as Accenture, Appistoki, Ascendion, Deloitte and ValueHub. These partners help organisations adopt Salesforce solutions and develop AI-driven tools for industry-specific needs.
To support long-term skills development, Salesforce has also committed to training 12,000 Filipinos in CRM and AI competencies over the next five years.
More than 53,000 learners in the country have already taken part in its training initiatives through Trailhead, the company’s online learning platform, as well as through collaboration with educational institutions and non-profit organisations. The Trailblazer community in the Philippines, which has more than 1,500 members, continues to foster peer learning and professional development.
