Salesforce has expanded its operations into the Philippines with a new office in Manila, marking a significant move to support the country’s growing digital economy. The company, known for its AI-focused CRM platform, aims to help more organisations adopt agentic AI capabilities while investing in skills development for local talent.
The new office is located at Ayala Triangle Gardens, Tower 2. Salesforce said the move brings its teams closer to customers and partners, while giving the company better access to local expertise. The Philippines expansion will be led by Abraham Cuevas, Regional Vice President and Country Manager.
Salesforce noted that its entry comes at a pivotal time, with AI expected to generate PHP 2.8 trillion (USD 50.7 billion) in productivity and cost efficiencies by 2030. The company believes AI could help the Philippines shift from a services-led economy to one driven by knowledge and innovation.
Cuevas said the expansion reflects the company’s long-term commitment to the market. He said, “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.”
Department of Trade and Industry Secretary Cristina A. Roque said the move aligns with national goals to strengthen the country’s digital competitiveness. She said, “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 AI and CRM skills supports our goal of building a future-ready workforce and helps our businesses stay competitive in the fast-advancing digital landscape.”
Supporting agentic AI adoption among Philippine enterprises
Salesforce aims to help more organisations transition into what it calls Agentic Enterprises, a model where AI enhances human capabilities rather than replaces them. Its unified platform, Agentforce 360, integrates data, metadata, apps and AI agents to enhance productivity and customer engagement.
To support adoption in the local market, the company has introduced Tagalog language support for Agentforce for Service and Employee Agent. This is expected to help businesses accelerate their digital transformation and offer more personalised customer experiences.
Salesforce already works with several large Philippine organisations across sectors such as real estate, banking, utilities and aviation. Companies like Ayala Land, Bank of the Philippine Islands, Meralco, Philippine Airlines and PLDT use Salesforce technologies to improve operational efficiency, strengthen customer engagement and create new revenue opportunities.
Industry players are also beginning to implement more advanced AI capabilities. Maxicare, for example, uses Agentforce to automate dental LOA requests, reducing manual tasks and improving customer response times. Converge ICT Solutions is building one of the country’s first generative AI-powered contact centres using Salesforce tools. The company expects to increase efficiency by 30 percent.
Eugene Yeo, Chief Executive Advisor at Converge ICT Solutions, said the partnership has accelerated the company’s shift from a traditional telco to a technology-driven enterprise. He said, “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.”
Secretary Henry R. Aguda from the Department of Information and Communications Technology also highlighted AI’s broader economic importance. He said, “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. With Salesforce strengthening its presence in the Philippines, our businesses gain easier access to world-class AI and CRM solutions.”
Building AI talent and supporting local communities
As part of its long-term plan, Salesforce has committed to training 12,000 Filipinos in CRM and AI skills over the next five years. The company has already trained more than 53,000 learners through Trailhead, its free online learning platform. It works with partners such as Asia Pacific College, Bulacan State University, National University’s Fairview and Laguna campuses, Ayala Foundation and Smartbridge to deliver training programs.
The company also supports a growing Trailblazer community of more than 1,500 members who collaborate and share knowledge through regular meet-ups.
Salesforce emphasised that giving back is a core part of its culture. Through its 1-1-1 model, the company dedicates a portion of its equity, employee time and product resources to community initiatives. In the Philippines, Salesforce has supported the DOST-Science and Technology Information Institute’s STARBOOKS programme, helping remote and underserved communities gain access to digital learning resources. Over the past two years, the initiative has supported 475 students in Mindoro and Bataan by providing internet access, digital devices and learning tools.
The company said its expansion marks the start of a deeper, long-term commitment to supporting both business innovation and community development in the Philippines.
