Manila, Philippines — Salesforce has expanded its presence in Southeast Asia with the opening of a new office in Manila, strengthening its focus on supporting businesses in the Philippines and contributing to the country’s developing AI ecosystem.
The new office, located in Ayala Triangle Gardens Tower 2, marks the company’s first physical facility in the country. The expansion will be led by Abraham Cuevas, regional vice president and country manager for Salesforce Philippines.
The move comes as the Philippines positions itself to benefit from AI-driven economic growth. According to industry projections cited by the company, AI is expected to generate productivity and cost benefits of PHP 2.8 trillion (US$50.7 billion) by 2030.
“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,” Cuevas said.
He added, “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.”
Moreover, the Department of Trade and Industry secretary Cristina A. Roque also welcomed the company’s entry into the market, “Salesforce’s expansion is a strong boost to our 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.”
Overall, the expansion is aiming to promote its ‘Agentic Enterprise’ model in the Philippines, which focuses on integrating AI into business operations while enhancing human productivity. The company’s ‘Agentforce 360’ platform also unifies applications, data, metadata, and AI agents to improve customer-facing interactions and operational efficiency.
Agentforce for Service and Employee Agent are now available in Tagalog, a move aimed at making the platform more accessible to local users and accelerating digital adoption among Philippine businesses.
Salesforce already works with several large organisations in the country, including Ayala Land, the Bank of the Philippine Islands, Meralco, Philippine Airlines, and PLDT. These companies use Salesforce’s CRM and AI tools to streamline processes and enhance customer experience.
Maxicare is also using Agentforce to automate dental LOA requests, while Converge ICT Solutions is employing Salesforce technology to build what it says will be one of the first generative AI contact centres in the country.
“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,” said Eugene Yeo, chief executive advisor at Converge ICT Solutions.
“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,” added Eugene.
On the other hand, secretary of the Department of Information and Communications Technology, Henry R. Aguda, also commented, “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.”
He added, “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.”
As part of its expansion, Salesforce has committed to training 12,000 Filipino workers in CRM and AI skills over the next five years. The company reports that more than 53,000 Filipino learners have already participated in training through ‘Trailhead’, Salesforce’s free online learning platform.
Salesforce is also working with local academic and workforce development partners, including Asia Pacific College, Bulacan State University, National University (Fairview and Laguna campuses), Ayala Foundation, and Smartbridge. It also supports a local Trailblazer community of more than 1,500 members.
The company maintains a partner ecosystem in the Philippines, with firms such as Accenture, Appistoki, Ascendion, Deloitte, and ValueHub contributing implementation and industry expertise.
Moreover, Salesforce’s presence in the Philippines also extends to social impact initiatives through its 1-1-1 philanthropy model. The company has collaborated with the Department of Science and Technology’s Science and Technology Information Institute on the STARBOOKS programme, supporting 475 students in Mindoro and Bataan over the past two years.
