The Philippine customer experience industry has officially entered a new phase of transformation with the rebranding of the Contact Center Association of the Philippines (CCAP) into the Customer Xperience Association of the Philippines (CXAP), signaling a shift toward artificial intelligence (AI)-enabled services and higher-value human work.
The rebrand was unveiled during the Contact Islands conference held from May 26 to 28 at Shangri-La Mactan in Cebu, which also marks the 10th year of the annual industry gathering. With the theme “Reimagining CX, Shaping the World,” the event gathered sector leaders to chart the next phase of growth for the country’s IT-BPM industry.
CXAP officials said the new identity reflects a structural change in the sector, where AI is positioned as a tool that enhances rather than replaces human labor.
“Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience solutions to the world,” said CXAP President Haidee C. Enriquez.
She said the industry has evolved from handling transactions to delivering problem-solving and relationship-driven services.
Enriquez also explained that the new logo symbolizes transformation, with the letter “X” representing the intersection of people, technology, and experience, while other elements highlight communication and Filipino talent in the global market.
CXAP said the Philippines’ CX sector continues to show strong performance despite global uncertainties. Based on its latest report, the contact center and business process management (CC-BPM) sector grew 6.94 percent, from US$31.7 billion in 2024 to US$33.9 billion in 2025, and is projected to reach US$35.7 billion in 2026.
The sector accounted for 84.12 percent of the IT-BPM industry’s total revenue in 2025, which stood at US$40.3 billion.
CXAP Chairman Mitch Locsin said the figures show sustained momentum toward the industry’s 2028 roadmap targets, even amid geopolitical tensions, policy uncertainties, and the impact of AI-driven disruption.
On employment, the sector remains one of the country’s largest job generators, with over 60,000 new hires in 2025, bringing total full-time employment to 1.68 million. This figure is projected to rise to 1.73 million in 2026.
CXAP also reported that AI is reshaping job functions across the industry, with emerging roles such as prompt engineers, AI trainers, CX AI solution architects, and AI ethicists, alongside evolving services in customer experience consulting, analytics, and AI-augmented operations.
A 2026 executive survey conducted by CXAP showed that 52 percent of companies are at moderate AI adoption, while 43 percent are scaling implementation.
The most widely used technologies include generative AI, predictive analytics, chatbots, agentic AI, and robotic process automation.
However, firms cited challenges in scaling AI, including talent readiness, costs, data quality, and change management.
Despite these shifts, CXAP officials stressed that human capability remains central to the industry’s growth.
“AI is expanding what Filipino CX professionals can do and earn,” CXAP President Benedict Hernandez said, adding that the sector continues to serve as a key driver of the Philippine economy.
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