Salesforce, the global cloud-based CRM and AI software company, is officially launching operations in the Philippines, the Department of Trade and Industry (DTI) has confirmed.
Why it matters: This move reflects Salesforce’s growing confidence in the Philippine market and aligns with the government’s push for digital transformation. By establishing a formal presence in the country, Salesforce plans to deepen engagement with its local clientele and build stronger capabilities among Filipino talent.
Key details
- Over the next five years, Salesforce aims to train 12,000 Filipino workers in AI and CRM skills — expanding on its current training reach of more than 53,000 Filipino learners.
- As part of its education and social impact efforts, Salesforce is supporting the DOST–STII STARBOOKS initiative, a digital science library project for remote and underserved communities.
- On the business side, Salesforce is building its local portfolio, already including key clients that include Meralco, BPI, Globe, Philippine Airlines, and Maxicare.
- The local office establishment will now enable Salesforce to respond to support inquiries in Filipino.
The DTI also said that Salesforce is considering establishing a shared services facility in the Philippines, which would further anchor its operations locally. Salesforce shared that they have set up their local office in Makati City.
Wider impact
Salesforce’s expansion could drive job creation, particularly in technology and service sectors, as well as accelerate the adoption of AI-powered customer engagement tools among Philippine companies. For businesses, this means more access to advanced CRM solutions integrated with generative AI — highlighted by Salesforce’s own Agentforce platform, which it recently showcased in the Philippines.
Trade Secretary Cristina Roque welcomed the move, noting that it reinforces the Philippines’ appeal as a destination for technology investment, thanks to its skilled workforce and supportive regulatory environment.
