Call Center Industry: Target Employment Possible, Despite AI Threat

The Contact Center Association of the Philippines (CCAP) is confident in achieving its target headcount in the information technology and business process outsourcing (ITBPO) sector, despite the emergence of generative AI technology.
CCAP aims to account for 2.3 million full-time employment (FTE) out of the 2.5 million FTEs target in the ITBPO industry by 2028.
The association believes that generative AI can enhance productivity and improve the service rendered by Filipino agents, focusing on active listening, empathy, and engagement with customers.

The Contact Center Association of the Philippines (CCAP) is confident that the information technology and business process outsourcing (ITPBO) sector will be able to achieve its target headcount despite the rise of artificial intelligence (AI).

ITBPO will thrive

The CCAP is expected to account for 2.3 million full-time employment (FTE) of the 2.5 million FTEs target of the ITBPO industry by 2028.

“We are confident that the target employment figure will be achieved even with the emergence of generative AI,” CCAP Managing Director Rosario Cajucom-Bradbury stated.

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According to her, the group believes that generative AI, a tech that can create various content such as text, images, audio, and other content based on the data it is fed, can boost the sector’s productivity rather than being a threat to job creation.

“Generative AI can enhance the strengths of our Filipino agents who can then focus on active listening and become more empathetic and engaging when rendering service to our customers,” Cajucom-Bradbury noted.

She said the industry continues to reskill and upskill the workforce to equip them with the right knowledge and skills with the fast-evolving nature of jobs in the industry.

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“Agents can be redeployed and upskilled to make them always relevant to the future business model,” she added.

Cajucom-Bradbury also mentioned opportunities that would help the industry grow and achieve its 2028 goals. These include the hybrid work arrangement, possible wage hikes as the workforce improves the quality of their services, and expansion to the countryside.

CCAP is expected to contribute $49 billion to the ITBPO industry’s $59 billion revenue in 2028. In 2022, it accounted for $27 billion of the industry’s $32.5 billion revenue.

CCAP is a non-profit organization that represents the interests of contact center and BPO companies in the Philippines. The association was founded in 2000 and has since grown to represent over 200 member companies. CCAP works to promote the growth of the ITBPO industry in the Philippines through advocacy, education, and research.

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AI in BPO

Just this year, BPO giant Accenture pledged $3 billion investment in AI over the next three years to drive clients’ business transformations and unlock the full potential of AI technology. The investment will fund research and development, technology initiatives, and the establishment of AI centers worldwide, enhancing Accenture’s AI capabilities to provide innovative solutions for client challenges. Emphasizing responsible and ethical AI practices, Accenture aims to assist clients in translating interest into action and tangible value from AI implementations.

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