Salesforce, a US-based cloud software company, said the Philippines is one of the strategic markets in Southeast Asia and can proceed to pour investments into the country in 2026.
“The Philippines is the fastest-growing Salesforce market within the region. That’s why we’re investing, and we would like to proceed to speculate,” Srini Tallapragada, president and chief engineering and customer success officer at Salesforce, told reporters during a media roundtable on Monday.
Salesforce’s market growth within the country is driven by the Philippines’ strong economy, young tech-savvy population, and the federal government’s less restrictive approach to AI technology, Mr. Tallapragada said.
Salesforce is considered one of the worldwide leaders in integrating artificial intelligence (AI) into customer relationship management (CRM) platforms for enterprise applications.
“The federal government may be very supportive. It’s not overly regulative. The federal government desires to drive it,” he said. “We even have numerous local businesses which are leading.”
He added that the Philippines has the suitable market conditions despite being a nascent adopter of AI.
Meanwhile, Abraham Cuevas, Salesforce’s SEA regional manager and country manager, said the country’s strong adoption of cloud technology also contributes to the corporate’s growth.
Salesforce didn’t cite its market growth in 2025, but its latest earnings showed that within the Asia Pacific region — which covers Southeast Asian markets including the Philippines — it posted about 13% constant‑currency revenue growth within the quarter ended Jan. 31, up from 11% within the prior quarter. The corporate said this reflects regular demand for its cloud and CRM offerings across the region.
Growth in Asia Pacific outpaces the Americas, which grew 9%, and matches Europe at 13%.
Following the opening of Salesforce’s Philippine office in November, Mr. Tallapragada said the corporate is trying to expand its team within the country and work with more businesses, from large enterprises to small and medium-sized corporations.
Salesforce can also be offering corporations a model called Agentic Enterprise, designed to assist employees work smarter using AI tools and to make customer interactions more practical.
“What AgentForce does is it takes the raw intelligence of the LLMs (large language models) and puts it to work in an enterprise context,” Mr. Tallapragada said.
Agentic Enterprise includes 4 layers: Data 360 for context and insights, Customer 360 for workflows and business rules, Agentforce for managing AI agents, and an engagement layer to deliver AI-driven experiences across all customer channels.
Salesforce also mentioned that it’ll proceed coordinating with the federal government and native businesses to upskill Filipinos in CRM and AI skills.
The corporate said in an announcement last yr that it commits to training 12,000 local talents over the following five years. — Edg Adrian A. Eva