Speech AI company Sanas is expanding its business in the Philippines by bringing in Jack Madrid, president and CEO of the IT & Business Process Association of the Philippines (IBPAP), to help lead its local growth as more companies adopt artificial intelligence (AI) for customer service.
Starting Oct. 11, 2026, Madrid will become Sanas Ambassador, Philippines, while Christopher Venturina will take on the role of director of Business Development, Philippines. The appointments are part of its plan to grow its business, work with more Philippine BPO companies and enterprises, and build stronger partnerships with technology providers.
The expansion comes as more companies use AI to help customer service agents work faster and handle calls more efficiently. The Philippines remains one of the world’s biggest outsourcing hubs, making it an important market for AI companies serving the customer experience industry.
Sanas works with more than 200 enterprises worldwide and handles millions of live voice conversations every day.
“The Philippines has spent decades building one of the world’s strongest customer experience industries. What AI changes is not the value of that talent, but what people can accomplish with the right technology,” said Sharath Keshava Narayana, co-founder and CEO of Sanas. “We are investing in the Philippines because we believe the country can play a leading role in defining how people and AI work together to create better customer experiences.”
Madrid joins Sanas after leading IBPAP, where the Philippine IT-BPM industry grew to more than $40 billion in annual revenue and employed about 1.9 million Digital Filipino Workers.
“The conversation around AI and the Philippines should not simply be about what technology can replace. It should be about what technology can help Filipino talent do better,” said Madrid. “The Philippines has an opportunity to lead the next chapter of global customer experience by combining the strengths of its people with technology that helps them communicate, perform, and connect more effectively. That is what makes this opportunity with Sanas particularly exciting to me.”
Before joining Sanas, Madrid held senior leadership roles at Citibank, Dell Technologies, Yahoo! Philippines, MTV Philippines, Ayala Corporation, and Multiply.com.
Venturina will focus on growing Sanas’ business with enterprises, BPO companies, and technology partners in the Philippines and across the region.
“The conversation has moved from whether AI will affect customer experience to how companies can use it effectively and responsibly,” said Venturina. “Our role is to help organizations turn that interest into practical applications that support employees, make conversations more effective, and deliver better customer experiences.”