Salesforce, a cloud‑based technology company best known for its customer relationship management (CRM) software, sees the growing role of agentic artificial intelligence (AI) in business operations.
In its 2026 predictions for the Philippine market, Salesforce said Agentic AI will enable businesses to scale significantly.
The company noted that AI adoption is increasing in the Philippines. Since its entry in 2023, 60% of Filipinos have experimented with AI, while 46% of workers report using it monthly in their jobs. The government has committed ₱2.6 billion to AI projects through 2028, supporting the country’s push for digital transformation.
“Agentic AI can help businesses of all sizes operate more efficiently,” said Abraham Cuevas, regional vice president and country manager of Salesforce Philippines. “By automating routine tasks, companies can focus on growth, service, and innovation without being held back by legacy systems.”
Salesforce highlighted several key trends shaping the Philippine business landscape in 2026:
- Opportunities for MSMEs: Agentic AI can provide scalable digital support, allowing smaller businesses to handle customer service, marketing, and supply chain operations more effectively. It can also lower barriers to launching new business models with limited investment.
- Growth in next-wave cities: AI adoption is currently concentrated in major urban areas, such as Metro Manila and CALABARZON. With expanded internet access through programs like DICT’s Free Wi‑Fi for All, businesses in smaller cities can compete more effectively with larger firms, offering services to more customers without heavy infrastructure costs.
- Localized AI models: AI is becoming more adapted to local languages and contexts. Salesforce plans to make its Agentforce platform available in Tagalog for the first time, allowing local businesses to interact with AI systems in a language their customers understand. Small Language Models (SLMs) for specific industries or purposes are also expected to increase, improving the relevance and accuracy of AI tools.
- Orchestrated AI workforce: Agentic enterprises may move to an “orchestrated workforce” model, where a primary AI agent coordinates smaller expert agents. These agents manage tasks such as responding to customer inquiries or checking inventory, while humans oversee operations, ensuring ethical standards and quality.
- Voice as an interface: AI voice technology is expected to replace traditional chatbots and phone menus, allowing customers to interact naturally with AI agents. These agents can handle routine inquiries in real time, freeing human employees to focus on complex problems and customer relationships.
- Experimentation and growth: Businesses are still discovering AI’s potential. Like electricity in the 19th century, AI’s uses may expand far beyond initial expectations. Companies are encouraged to adopt a phased approach, gradually integrating AI into operations while building trusted data systems and infrastructure.
Salesforce emphasizes that the “Agentic Enterprise” concept is not limited to large corporations. Even small and medium businesses can benefit by using AI to improve productivity, customer service, and innovation. By combining human expertise with AI agents, enterprises of all sizes can scale efficiently and adapt to evolving market demands.
“Businesses don’t need to adopt AI all at once,” Cuevas said. “A gradual approach allows companies to grow sustainably while discovering new ways AI can support employees and customers.”
The 2026 trends suggest that AI will increasingly become part of everyday business processes, from improving customer service to supporting strategic decision-making. As digital tools become more accessible and localized, the technology may enable Philippine companies to compete on a national and regional level, helping drive growth in both established and emerging markets.