The Philippine customer experience industry is positioning itself for a new growth phase as the Contact Center Association of the Philippines (CCAP) officially rebrands into the Customer Xperience Association of the Philippines (CXAP).
The move reflects the sector’s broader transformation from traditional contact center operations into a more AI-enabled, multi-channel customer experience ecosystem that combines technology with human-driven services.
The rebrand was formally unveiled during Contact Islands 2026, held from May 26 to 28 at Shangri-La Mactan Cebu under the theme “Reimagining CX, Shaping the World.” The annual conference is also celebrating its 10th year.
AI reshapes the future of customer experience
Industry leaders emphasized that AI is increasingly enhancing, rather than replacing, the role of Filipino CX professionals.
“Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience solutions to the world,” said Haidee C. Enriquez, chief executive officer of Microsourcing and Beepo and president of CXAP.
“Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value,” Enriquez added. She said the organization’s new identity reflects the industry’s evolving role in a global environment shaped by both technology and human capability.
According to Enriquez, the new logo’s “X” element represents both the industry’s contact center roots and the intersection of people, technology, and customer experiences shaping the future of CX.
The logo’s “A” symbolizes people, while the “P” is designed as a speech bubble representing communication and engagement. The branding also incorporates colors inspired by the Philippine flag to reflect Filipino creativity and global competitiveness.
CX sector continues strong revenue growth
During Contact Islands 2026, CXAP chairman Mitch Locsin presented updated sector performance figures showing continued expansion for the Contact Center-Business Process Management (CC-BPM) industry.
The sector posted annual revenue growth of 6.94% from USD31.7 billion in 2024 to USD33.9 billion in 2025. CXAP forecasts revenue to further grow to USD35.7 billion in 2026 despite global economic uncertainty, geopolitical tensions, policy shifts, and AI-related workplace changes.
The CC-BPM segment currently accounts for approximately 84.12% of the broader Philippine IT-BPM industry’s total USD40.3 billion revenue.
“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,” Locsin said.
AI creates new opportunities and job roles
The sector also remains one of the country’s largest employment generators.
CXAP reported that more than 60,000 agents were hired in 2025, bringing total full-time employment within the CC-BPM sector to 1.68 million workers, representing roughly 89% of the total IT-BPM workforce. Employment is forecast to increase further to 1.73 million in 2026.
As AI adoption accelerates, the industry is also seeing the emergence of higher-value services and specialized roles involving AI-assisted workflows, CX consulting, customer journey mapping, and AI-enabled business processes.
Emerging job categories now include AI trainer or supervisor, prompt engineer, AI content strategist, 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,” Locsin said.
AI adoption accelerates across the sector
Results from the CXAP 2026 Executive Survey also showed rising adoption of AI technologies across the industry.
Around 52% of respondent organizations described themselves as being in moderate AI adoption stages, while 43% said they were already scaling implementation efforts. Another 41% reported achieving operational efficiency through AI integration.
The most widely adopted AI technologies include Generative AI, predictive analytics and CX data tools, chatbots, Agentic AI, and robotic process automation (RPA).
CXAP identified talent readiness, implementation costs, data quality, change management, and client demand as among the primary challenges affecting broader AI deployment.
The survey also showed rising demand for AI and automation expertise, digital and IT skills, data analytics, customer relationship management, and leadership capabilities.
“AI is expanding what Filipino CX professionals can do and earn,” said Benedict Hernandez, president and founding board member of CXAP. “The country is truly living its next era of CX, making the sector remain an important growth driver of the national economy.”