Filipinos are rapidly changing how they use artificial intelligence (AI).
New research from Adobe found the use of agentic AI–systems that can interpret intent, make decisions and take autonomous action–is on the rise.
More than one in four Filipinos (28%) have now used agentic AI, with a further 41% stating they expect to use it in their daily lives within the next year.
The findings come from Adobe’s survey of more than 550 Filipinos, testing AI usage and behaviours in March 2025.
The Adobe report, From Assistants to Agents: The AI Evolution in the Philippines, found that as more consumers turn to AI, it’s leading to structural shifts in how they shop, create and work.
The report said 40% of Filipinos are now regular users of AI assistants. That’s likely to keep growing, with 71% stating they are wanting to use AI more as AI evolves with new capabilities and services.
While people are using AI assistants for routine tasks like summarising materials, the fastest emerging areas of use are replacing traditional search and seeking guidance on where to shop and what to buy.
“The Philippines is emerging as a key driver of agentic AI adoption in Southeast Asia,” said Shashank Sharma, Senior Director, Digital Experience, Southeast Asia and Korea at Adobe. “Filipino consumers are embracing agentic AI at an accelerating pace, seeking AI agents that can take meaningful action rather than just provide information.”
For example, Adobe Brand Concierge will enable businesses to create and manage AI agents that guide consumers from exploration to confident purchase decisions. Using immersive and conversational interfaces that are grounded in user context and preferences, brands can deliver concierge-style experiences that create meaningful, one-to-one interactions.
More consumers use AI for shopping, travel, and personal finance tasks
Consumers are expanding the ways they utilise AI assistants across various sectors and use cases. The use of AI assistants is steadily growing for online shopping (53%), travel (43%) and banking (39%). Adobe is helping people accelerate their work and amplify creativity by building agentic AI capabilities into the software they already use.
For example, AI Assistant in Adobe Acrobat will soon enable people to create custom agents that can be assigned specific roles — like research assistants or academic tutors — ready to help analyse documents, answer questions and use reasoning to suggest further areas to explore.
Adobe also introduced its first creative agent in Adobe Photoshop with the all-new Actions panel (beta), which analyses your image and recommends smart, context-aware edits.
Rising interest in agentic AI signals next wave of AI-driven experiences
Among consumers in the Philippines unfamiliar with agentic AI, most express a strong interest in using it to take action and complete tasks once the concept is explained to them.
The most appealing use cases included completing tasks like scheduling appointments and ordering (93%), taking action and competing tasks for individuals from a voice assistant (94%) and autonomous vehicles driving themselves (78%).
“As consumers embrace new AI applications, brands must build AI-powered customer journeys that can respond in real-time to unique needs,” said Sharma. “At Adobe, we stand at the intersection of Creativity, AI, and Marketing, and are harnessing this unique convergence to empower brands to deliver the experiences that consumers increasingly expect.”
“At the same time, as we partner with businesses to unlock and scale their digital experiences with agentic AI, we are also ensuring they retain the valued personal touch to drive meaningful connections.”
In March 2025, Adobe surveyed more than 550 Filipinos about their behaviors, perceptions and intentions towards AI-powered and automated tools.
This study tracks the rapidly evolving landscape of AI adoption in the Philippines and provides insights into its implications for customer experiences.
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