The Contact Center Association of the Philippines (CCAP) has rebranded as the Customer Xperience Association of the Philippines, or CXAP, as the country’s outsourcing sector moves toward higher-value, AI-enabled customer experience services.
The rebrand was unveiled at Contact Islands 2026, held from May 26 to 28 at Shangri-La Mactan in Cebu. The annual industry conference, now in its 10th year, carried the theme “Reimagining CX, Shaping the World.”
CXAP said the name change reflects the industry’s shift from traditional call center services to customer experience work supported by artificial intelligence, data tools, automation, and human-led problem solving.
Haidee Enriquez, CEO of Microsourcing and Beepo and president of CXAP, said Filipino customer experience workers are no longer simply handling transactions, but are increasingly solving problems, building relationships, and creating value.
The rebrand comes as the contact center and business process management sector continues to expand. Industry revenue rose 6.94% to $33.9 billion in 2025 from $31.7 billion in 2024, according to CXAP data presented during the conference. Revenue is projected to grow 5.31% to $35.7 billion in 2026 despite global economic uncertainties and the impact of AI on workplaces.
The sector also remained a major employer, hiring more than 60,000 agents in 2025 and bringing its full-time workforce to 1.68 million. CXAP expects employment to reach 1.73 million in 2026.
CXAP said AI adoption is reshaping the sector rather than replacing Filipino workers. Emerging roles include prompt engineers, AI trainers, GenAI maintenance officers, CX AI solutions architects, AI content strategists, and AI ethicists.
A CXAP executive survey found that 52% of respondent organizations were at a moderate stage of AI adoption, while 43% were scaling AI technologies. The most widely adopted tools include generative AI, predictive analytics, chatbots, agentic AI, and robotic process automation.
Benedict Hernandez, CXAP president and founding board member, said the Philippine CX sector is positioning itself for its next phase of growth as AI transforms global service delivery and creates demand for higher-value, human-led work.
