Artificial intelligence (AI) is expected to resolve half of all customer service cases in the Philippines by 2027, up from 40% today, according to a new survey of local service professionals.
The finding comes from Salesforce’s seventh State of Service report, based on responses from 6,500 service workers globally, including 200 in the Philippines.
The study suggests that AI is becoming a central tool in customer support operations, influencing how companies manage workloads, train staff, and deliver services.
The report shows that AI has become a major priority for service leaders, ranking second globally and among the top ten priorities in the Philippines.
Local respondents cited customer experience, workforce development, and service technology as key focus areas where AI is increasingly applied.
“For decades, customer service has been limited by a commercial constraint: businesses couldn’t afford to hire enough staff to answer every call instantly, so they relied on workarounds like hold music to manage the volume of inquiries. AI agents eliminate this trade-off, solving for both scale and quality,” said Gavin Barfield, vice president and chief technology officer for solutions at Salesforce Asean.
Philippine respondents estimated that AI currently handles about 40% of service cases. By 2027, this is projected to rise to 50% as more companies deploy AI agents to manage routine inquiries, while human staff focus on more complex concerns.
Service professionals also expect financial gains from wider AI use. The survey found that respondents anticipate a 15% increase in upsell revenue linked to AI-supported operations.
At the employee level, the study indicates that AI is reducing time spent on repetitive tasks. Philippine service representatives using AI reported spending 20% less time on routine cases, freeing up about four hours per week for higher-level work. Those using advanced AI systems devote around a quarter of their working time to complex customer issues.
The report also suggests that AI use is linked to broader professional development. Compared with non-users, service staff using AI were more likely to mentor colleagues, participate in cross-functional projects, and handle high-value accounts.
About 84% of Philippine respondents using AI said the technology has created new growth opportunities. Around 82% reported gaining new skills, while 77% said their roles have become more specialized.
Despite the perceived benefits, companies continue to face challenges in deploying AI. Security remains the main concern, with 45% of Philippine service leaders saying cybersecurity issues have slowed or limited their implementation efforts.
Still, 87% of local service leaders said the difficulties they encountered were largely expected. The report also cited separate findings showing that security professionals see potential for AI tools to improve threat detection, anomaly monitoring, and breach prevention when properly managed.
The survey suggests that while AI adoption in customer service is accelerating, its long-term impact will depend on how companies balance efficiency, workforce development, and data security.
