The Contact Center Association of the Philippines (CCAP) has officially changed its name to the Customer Xperience Association of the Philippines (CXAP), marking a shift as the industry continues to adopt artificial intelligence and newer customer service technologies.
The announcement was made during the 10th annual Contact Islands conference held from May 26 to 28 at Shangri-La Mactan.
According to industry leaders, the rebrand reflects how AI is changing the sector, with technology being used to support workers instead of replacing them.
“Today, we are delivering sophisticated, AI-enabled, multi-channel customer experience solutions to the world,” said CXAP President Haidee C. Enriquez.
The customer experience sector continues to be a major contributor to the country’s IT-BPM industry. Revenue grew nearly seven percent to $33.9 billion in 2025, making up over 84 percent of total industry revenue. The sector is expected to reach $35.7 billion in 2026.
Employment also continued to grow, adding around 60,000 jobs in 2025 for a total workforce of 1.68 million. New roles such as prompt engineers, AI trainers, and solutions architects are also increasing as AI adoption grows.
A recent CXAP survey showed that 52 percent of member companies already report moderate AI adoption, with generative AI, predictive analytics, and chatbots among the most used technologies.