Salesforce Expands into the Philippines, Deepening Commitment to Local Businesses and Community in the Agentic AI Era 

Opens new office in Metro Manila to help more businesses transform into Agentic Enterprises

Commits to training 12,000 local talents with AI and CRM skills over next five years

Announces Availability of Tagalog on Agentforce to serve local needs

Manila, November 18, 2025: Salesforce, the world’s leading AI CRM, today announced the company’s expansion into the Philippines, establishing an office in Manila, and growing the country’s AI ecosystem by investing in skills development for the local workforce. This strategic expansion into the Philippines aims to support the growth of businesses in the Philippines and help them transform into Agentic Enterprises. Salesforce’s Philippines growth will be led by Abraham Cuevas, Regional Vice President and Country Manager. 

The new office will be located in Manila’s Ayala Triangle Gardens, Tower 2, bringing Salesforce’s team closer to customers and partners in the market and enabling Salesforce to tap on local talent. 

Salesforce’s expansion in the Philippines comes at a critical moment as AI is projected to fuel significant economic growth in the market, with productivity and cost benefits amounting to PHP 2.8 trillion (USD 50.7 billion) by 2030.  AI offers a way for the Philippines to evolve from a service-oriented economy to a knowledge-driven innovation hub by enhancing productivity and unleashing human potential. 

“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,” said Abraham Cuevas, Regional Vice President and Country Manager, Salesforce Philippines. “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.”

“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,” said Department of Trade and Industry Secretary Cristina A. Roque.

Transforming Customers into Agentic Enterprises

Salesforce is uniquely positioned to lead customers through this transformation by enabling them to become Agentic Enterprises, a new model of work where AI elevates people rather than replacing them. With Agentforce 360, Salesforce integrates apps, data, metadata, and agents on a deeply unified platform, empowering every employee to achieve more, every customer-facing moment to deliver more, and every company to operate with unprecedented intelligence and speed.

Agentforce for Service and Employee Agent is now also available in Tagalog, a significant step for the agentic era in the Philippines. The availability of Agentforce in Tagalog allows local businesses to accelerate their digital transformation and deliver superior customer experiences and efficient business operations. 

Salesforce already serves as a trusted digital advisor for Philippines customers of all sizes. Leading businesses such as Ayala Land, Bank of the Philippine Islands, Meralco, Philippine Airlines, and PLDT are using Salesforce CRM and AI technologies to enhance customer experience, improve operational efficiency and unlock new revenue streams. Industry innovators such as Maxicare use Agentforce to automate dental LOA requests, reducing manual workload and enhancing customer experience. 

Converge ICT Solutions, a leading technology solutions provider in the country, is using the Salesforce platform to transform into an AI enterprise. The company has created a comprehensive view of customers, which it uses to deliver more efficient and intelligent experiences across sales, service, and marketing. Leveraging Salesforce solutions, Converge is building one of the first generative AI contact centres in the Philippines and is on track to increase efficiency by 30 percent. 

“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. 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,” said Eugene Yeo, Chief Executive Advisor, Converge ICT Solutions.

“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. This means Filipino enterprises can adopt technology with confidence, compete on a larger stage, and take their place in the global digital economy,” said Secretary Henry R. Aguda of the Department of Information and Communications Technology.  

Salesforce also has an extensive partner ecosystem in the Philippines including partners such as Accenture, Appistoki (part of the Novare Group), Ascendion, Deloitte and ValueHub. These trusted partners extend the power of Salesforce’s open, extensible platform, building apps and agents for any use case and bringing deep industry expertise to customers looking to implement Agentforce and other Salesforce offerings. 

Building in-demand AI skills and a thriving AI ecosystem 

Salesforce has pledged to equip 12,000 Filipino workers with in-demand CRM and AI skills over the next five years. Salesforce has already trained more than 53,000 Filipino learners through this ongoing initiative to empower Filipino talent with future-ready digital and AI skills, driving innovation and inclusive growth across the country.

The training program is delivered through Trailhead, Salesforce’s free, self-paced online learning platform and in collaboration with workforce development partners including Asia Pacific College, Bulacan State University, National University – Fairview and Laguna Campus, Ayala Foundation and Smartbridge. Salesforce also has a thriving Trailblazer community across the country with over 1,500 members who regularly come together to share knowledge, build networks, and empower each other’s success.

Salesforce’s commitment to giving back

An important part of Salesforce’s culture is the belief that business is the greatest platform for change, reflected in the company’s 1-1-1 model of corporate philanthropy, which dedicates 1% of the company’s equity, 1% of its employees’ time, and 1% of its products to giving back.

Over the last two years, Salesforce has collaborated with the DOST-Science and Technology Information Institute on its STARBOOKS initiative to support remote and economically challenged communities in the country. Through this effort, Salesforce and its partners have supported 475 students in Mindoro and Bataan, providing STARBOOKS kiosks, high-speed internet, tablets, laptops, TVs, and school supplies to create a more conducive environment for learning.