The Contact Center Association of the Philippines, a 25-year-old industry body representing the Philippines' contact centre sector, has rebranded as the Customer Xperience Association of the Philippines (CXAP), according to ABS-CBN, marking a strategic repositioning toward AI-enabled, higher-value customer experience services.

The announcement was made at the 10th annual Contact Islands conference in Cebu, running from 26 to 28 May at Shangri-La Mactan, and reflects a broader industry consensus that AI is augmenting rather than displacing the Philippines' contact centre workforce.

CXAP President Haidee C. Enriquez said: "Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience solutions to the world. Our people are no longer simply handling transactions. They are solving problems, building relationships, and creating value."

The sector recorded revenue growth of nearly 7% to $33.9 billion (€29.3 billion) in 2025, accounting for over 84% of total Philippine IT-BPM industry revenue. Revenue is projected to reach $35.7 billion (€30.8 billion) in 2026 despite ongoing geopolitical tensions and technological disruption.

Employment in the sector grew by 60,000 in 2025 to reach 1.68 million full-time employees, with total headcount forecast to hit 1.73 million in 2026. Emerging roles including prompt engineers, AI trainers and solutions architects are offsetting the decline in traditional transactional positions.

A recent CXAP executive survey found that 52% of member organisations report moderate AI adoption, with generative AI, predictive analytics and chatbots cited as the leading technologies in deployment.

Read the full report of the CXAP rebrand and what it means for the Philippines' customer experience industry.