Salesforce has opened an office in Manila as part of its expansion into the Philippines and plans to step up training programs to build local skills in artificial intelligence and customer-relationship management.

The new office, located in Ayala Triangle Gardens Tower 2, brings the company closer to customers and partners in the country. The Philippine operations will be led by Abraham Cuevas, regional vice president and country manager.

The expansion comes as the government and private sector push for greater adoption of AI. Salesforce cited projections that AI could contribute up to P2.8 trillion to the Philippine economy by 2030 through productivity gains and cost reductions.

Cuevas said the company aims to support businesses undergoing digital transformation, including those integrating AI into operations.

The Department of Trade and Industry said Salesforce’s entry reinforces the Philippines’ position as a growing hub for technology and innovation. The agency also noted Salesforce’s pledge to train 12,000 Filipinos in AI and CRM skills over the next five years.

Salesforce said its software tools, including Agentforce, are being adopted by local companies across sectors to improve customer service and operational efficiency. The company said Agentforce tools for service and employee support are now available in Tagalog.

Among the companies using Salesforce platforms are Ayala Land, Bank of the Philippine Islands, Meralco, Philippine Airlines and PLDT. Converge ICT Solutions said it is using Salesforce to help build what it describes as one of the first generative AI–enabled contact centers in the Philippines.

Salesforce said it has already trained more than 53,000 Filipino learners through its Trailhead online platform and partnerships with schools and workforce programs. The company also maintains a local Trailblazer community of more than 1,500 members.