The Philippines should maintain its role as a favoured location for business process outsourcing (BPO) due to its significant contribution to the economy, said Rosario Cajucom-Bradbury, managing director of the Contact Center Association of the Philippines (CCAP). As per the 2028 IT-BPO industry roadmap, it represents 8% of the country's GDP, higher than competing countries like India, Poland, Malaysia, Egypt, and Mexico. The industry also makes up 33.3% of total exports and employs 3.4% of the workforce. As generative AI advances, CCAP President Mickey Ocampo emphasised its role in enhancing customer experience, though it necessitates upskilling and reskilling of the IT-BPO workforce. The annual Contact Islands Conference will be held in Cebu City from July 23 to 26.