The Philippine customer experience (CX) industry is entering its new growth era, where artificial intelligence (AI) plays a significant role in increasing the value of human-powered customer interactions instead of replacing local workforce. This is the key message of a major rebrand as the Contact Center Association of the Philippines (CCAP) becomes Customer Xperience Association of the Philippines (CXAP), signaling a timely evolution of the 25-year organization.
The move was formally unveiled during the Contact Islands, which is currently ongoing from May 26 to 28 at the Shangri-la Mactan, Cebu. With the theme ‘Reimagining CX, Shaping the World,’ the annual conference for the sector’s leaders and stakeholders is marking its 10th year, a milestone that ushers in the industry’s next chapter—from being a traditional call center to a human-powered, AI-enabled customer experience industry with stronger and greater value.
“Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience [CX] solutions to the world,” said Haidee C. Enriquez, CEO of Microsourcing and Beepo, and President of CXAP (formerly CCAP). “Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value. As the industry evolved, we realized our industry evolved [as well]; we realized [that] our identity needed to evolve with it.”
Elements of new logo
Enriquez noted that the new identity represents a dynamic industry that remains “prepared to lead in a world shaped by both human capability and intelligent technology.” She emphasized that CX is not driven solely by AI but also by people and technology that render better experiences and stronger connections to customers around the globe.
The rebrand comes with the adoption of a new logo, with elements that are strategically designed to reflect the organization’s and industry’s evolving direction. Most notable of those is the letter ‘X’ that appears to be formed by two interlocking ‘C’ shapes, meeting at the center. “It is a tribute to our roots in the contact center industry; it also represents transformation, the intersection of people, technology, and experiences that define the future of CX,” Enriquez explained.
CXAP logo’s letter ‘A’ represents people, while the letter ‘P’ appears like a speech bubble, symbolizing communication, connectivity, and engagement. The new emblem is also adorned by the colors that are obviously identified with the Philippine flag, reflecting price, creativity, and global strength of the Filipino talent, the heart of the industry.
“Because no matter how advanced technology becomes, it is still human empathy, connection, and ingenuity that will continue to define exceptional customer experience. And as we move into this next chapter, we recognize that the future we are building will require all of us moving forward together,” Enriquez added.
Renewed vigor amid changing world
The sector is once again leading, setting a precedent and a role model as to how other industries should address the impact of change, particularly AI. “The Philippine CX sector has positioned itself for the next phase of growth as AI transforms global service delivery and creates new opportunities for higher value, human-led work,” said Benedict Hernandez, President and Founding Board Member of CXAP.
Based on CXAP Chairman Mitch Locsin’s Report presented during Contact Islands 2026, the Contact Center – Business Process Management (CC-BPM) sector’s overall annual revenue strongly grew 6.94 percent from $31.7 billion in 2024 to US$33.9 billion in 2025. It is forecast to grow by about 5.31 percent to US$35.7 billion in 2026 despite the global economic challenges like geopolitical tension in the Middle East, uncertainties in local politics, risks in changing policies in Western countries, and the impact of AI on workplaces.
CXAP Chairman MItch Locsin
In 2025, the actual sectoral revenue accounted for up to 84.12 percent of the total revenue of the IT-BPM (Information Technology – Business Process Management) industry amounting to US$40.3 billion.
“The CC-BPM sector’s performance is on track and is expected to remain strong, aligning with the 2028 roadmap targets of the IT-BPM industry,” said CXAP President Locsin. “The figures reinforce continuous progress and long-term transformation of the sector.”
Continuously rising sector employment
The sector also remains a major employment generator; the current indicators point to continuous growth of the volume of full-time employees (FTEs). Still based on the CXAP President’s Report, the CC-BPM sector hired over 60,000 agents in 2025 (a growth of about 4 percent), bringing the sector’s FTE total to 1.68 million, which accounts for up to 89 percent of the overall FTEs of the entire IT-BPM industry. It is forecast to grow to 1.73 million in 2026.
With integration of AI into important CC-BPM processes, emerging services have been evolving. Tasks related to marketing, procurement/ supply chain, CX consulting, customer journey mapping (CJM), and IT-enable and AI-augmented business processes are emerging, while established services are maturing like contact center, finance and accounting, human resources, industry-specific BPM, and trust and safety. Meanwhile, emerging job roles include Gen AI Maintenance Officer, Prompt Engineer, AI Trainer or Supervisor, AI Content Strategies, CX AI Solutions Architect, and AI Ethicist.
“The core contact center and transactional BPM services are undergoing strong maturity, while growth in higher-value BPM and emerging CC capabilities continue to rise. At the same time, traditional high-volume CC-BPM services are evolving toward more specialized domain-driven support for inbound and outbound customer interactions,” Locsin added.
Executive Survey 2026 key findings
In terms of AI adoption and technology in the CC-BPM sector, CXAP’s 2026 Executive Survey found that 52 percent of respondent-organizations consider being in moderate adoption of AI technologies, while 43 percent are in the scaling stage and 41 percent have reached operational efficiency.
The top AI technologies adopted during the survey period are (in order) Generative AI, Predictive Analytics/ CX Data Tools, Chatbots, Agentic AI, and Robotic Process Automation (RPA). Meanwhile, identified constraints to scaling AI are talent for readiness, cost, data quality, change management, and client demand.
When it comes to AI workforce impact, AI is driving demand for digital skills while reshaping work structures. The most in-demand AI skills based on the poll are AI/Automation Skills, Digital and IT Skills, Customer Relationship Management, Data Analytics, and Leadership and Management.
“AI is expanding what Filipino CX professionals can do and earn. The country is truly living its next era of CX, making the sector remain an important growth driver of the national economy,” Hernandez concluded.
