AI seen boosting Cebu into higher-value digital jobs

CEBU, Philippines — Artificial intelligence (AI) is giving Cebu an opportunity to expand beyond its role as one of the Philippines’ largest contact center hubs and become a center for higher-value digital and AI-enabled services, as businesses adopt more advanced customer experience technologies.

Nicholas Kontopoulos, vice president for marketing for Asia Pacific and Japan at Twilio, said AI is changing the nature of work in the information technology and business process management (IT-BPM) industry rather than replacing workers.

He said Cebu’s large talent pool and mature outsourcing sector put it in a strong position to benefit as demand grows for AI-related jobs beyond traditional customer support.

“AI is creating opportunities for talent hubs like Cebu to build expertise beyond customer support,” Kontopoulos said. “As new roles emerge, Cebu’s workforce can move into higher-value AI jobs, helping strengthen the city’s role in the country’s digital transformation.”

The next stage of growth for Cebu’s IT-BPM industry will depend on how quickly companies modernize their operations, he said.

Businesses are increasingly investing in cloud communications, AI-powered customer insights, intelligent call routing and omnichannel platforms that connect voice, messaging and chat services. These technologies allow firms to respond faster, personalize customer interactions and deliver more complex services.

Consumer expectations have also changed, with customers now expecting seamless interactions across multiple channels without repeating their concerns, Kontopoulos said.

Rather than replacing employees, AI is expected to automate routine tasks, allowing workers to focus on more complex issues that require judgment, problem-solving and empathy.

He said companies that adopt AI effectively can create new business opportunities instead of simply cutting jobs.

The Philippine IT-BPM industry added about 60,000 jobs in 2025, reflecting growing demand for AI-related roles in customer experience, marketing, supply chain and human resources.

Still, Cebu and the broader Philippine workforce must address several challenges to remain competitive.

Many contact centers continue to rely on outdated systems, while employee training remains focused on scripted interactions instead of analytical thinking and decision-making.

Kontopoulos also said companies need better-quality customer data, as AI systems are only as effective as the information they process.

He said Filipino professionals are increasingly expected to provide customer insights and support business decisions rather than handle routine inquiries.

Kontopoulos called for stronger collaboration among businesses, schools and government to speed up AI training and prepare workers for higher-value roles.

“The disruption brought by AI is real, but so is the talent and institutional knowledge needed to accelerate upskilling,” he said. “There is a real opportunity to build an AI-ready workforce that can compete for higher-value global roles.”

He said the industry’s long-term competitiveness will depend on developing professionals who can design AI-powered customer experiences, oversee AI systems and build customer trust.

For Cebu, the shift presents an opportunity to strengthen its position not only as a major outsourcing destination but also as a regional hub for AI-driven services and advanced digital capabilities, he added.