Marking a major milestone in its 25-year history, the premier organization representing the country’s contact center sector has officially rebranded to align with the industry’s shift toward artificial intelligence and high-value services.
The Contact Center Association of the Philippines (CCAP) announced its transition to the Customer Xperience Association of the Philippines (CXAP) during the 10th annual Contact Islands conference, held at Shangri-La Mactan in Cebu.
Industry leaders emphasized that the transformation highlights an evolution where AI tools are integrated to elevate, rather than substitute, the skills of Filipino agents.
“Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience solutions to the world,” said CXAP President Haidee C. Enriquez. “Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value.”
The sector’s financial health remains robust, with data from the conference revealing a nearly seven percent revenue increase in 2025 to reach $33.9 billion. This performance constituted over 84 percent of the entire Philippine information technology and business process management (IT-BPM) sector’s total earnings. Despite global technological shifts and geopolitical hurdles, revenues are forecasted to climb to $35.7 billion.
The industry also solidifies its status as a premier job creator, generating roughly 60,000 new positions in 2025 to increase its full-time workforce to 1.68 million.
Total employment is expected to scale to 1.73 million, cushioned by the rise of specialized roles like AI trainers, prompt engineers, and solutions architects, which help balance out the reduction of traditional transactional jobs.
A recent CXAP executive poll mirrored this trend, showing that 52 percent of member firms have already achieved moderate AI integration, frequently utilizing chatbots, predictive analytics, and generative AI platforms.