The Contact Center Association of the Philippines (CCAP) has rebranded as the Customer Xperience Association of the Philippines, or CXAP, marking the 25-year-old organization’s shift from traditional contact center services toward higher-value, AI-enabled customer experience work.
The rebrand was unveiled during Contact Islands 2026, held from May 26 to 28 at Shangri-La Mactan in Cebu, as the annual industry conference marked its 10th year.
“The Philippine CX sector has positioned itself for the next phase of growth as AI transforms global service delivery and creates new opportunities for higher-value, human-led work,” said Benedict Hernandez, CXAP president and founding board member.
CXAP said the industry’s evolution reflects the growing role of artificial intelligence in enhancing, rather than replacing, Filipino talent. The sector is moving beyond transaction handling into problem-solving, relationship management, customer journey design, and AI-supported business processes.
The CC-BPM sector generated $33.9 billion in revenue in 2025, up 6.94% from $31.7 billion in 2024, according to CXAP data presented at the conference. Revenue is projected to rise further to $35.7 billion in 2026.
The sector employed 1.68 million full-time workers in 2025 after hiring more than 60,000 agents during the year. Employment is forecast to reach 1.73 million in 2026.
CXAP said emerging roles include prompt engineers, AI trainers, GenAI maintenance officers, CX AI solutions architects, and AI ethicists, as companies adopt tools such as generative AI, predictive analytics, chatbots, agentic AI, and robotic process automation.
Haidee Enriquez, CEO of Microsourcing and Beepo and president of CXAP, said the new name reflects how the industry’s identity has changed.
“Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value,” Enriquez said.
