Daven Tamayo

Philippine call center association rebrands to embrace AI shift

Article (news)

Arthur Fuentes

ABS-CBN News

MANILA – A leading organization representing the Philippines&#x27; massive contact center industry has rebranded to focus on artificial intelligence and higher-value services, officials announced at a conference in Cebu.The 25-year-old Contact Center Association of the Philippines (CCAP) officially changed its name to the Customer Xperience Association of the Philippines (CXAP). The announcement was made during the 10th annual Contact Islands conference running from May 26 to 28 at Shangri-La Mactan.Industry leaders said the rebrand reflects a shift where AI enhances human capability rather than replacing local workers.&quot;Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience solutions to the world,&quot; said CXAP President Haidee C. Enriquez. &quot;Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value.&quot;The sector&#x27;s revenue grew nearly seven percent to $33.9 billion in 2025, accounting for over 84 percent of the total Philippine IT-BPM industry revenue. It is projected to hit $35.7 billion in 2026 despite global geopolitical tensions and technological shifts.The industry also remains a major employment engine, adding 60,000 jobs in 2025 to reach 1.68 million full-time employees. Total headcount is forecast to hit 1.73 million in 2026, with emerging roles like prompt engineers, AI trainers, and solutions architects offsetting traditional transactional positions.A recent CXAP executive survey revealed that 52 percent of member organizations report moderate AI adoption, with generative AI, predictive analytics, and chatbots cited as the top technologies implemented.

The 25-year-old Contact Center Association of the Philippines (CCAP) has officially changed its name to the Customer Xperience Association of the Philippines (CXAP).

The 25-year-old Contact Center Association of the Philippines (CCAP) has officially changed its name to the Customer Xperience Association of the Philippines (CXAP).