THE Philippines’s digital economy is expected to grow 15 percent to $42 billion in gross merchandise value (GMV) this year, from $36 billion in 2025, as Filipinos rapidly adopt artificial intelligence (AI) and shift more of their spending to digital payments.
The figures come from the 11th e-Conomy SEA report by Google, Temasek and Bain and Co, released on Tuesday. The report also projects that the country’s digital economy could reach as much as $157 billion by 2035.
This year’s edition, titled ‘Building the Intelligent Economy,’ found that AI adoption is becoming a growth lever for the local digital economy. The report said the long-term outlook stays optimistic despite geopolitical and macroeconomic headwinds.
It cited policy support behind that outlook, including the launch this year of the National AI Center for Research and Innovation, new National Privacy Commission (NPC) frameworks, and the Internet Transactions Act. It also pointed to changes in how Filipinos behave online.
‘Embracing AI quickly’
The report found that generative AI (GenAI) has reached mass-market scale in the Philippines, with 53 percent of the working population actively using standalone GenAI platforms.
Some 42 million Filipinos now use GenAI and generate 55 billion AI queries a year. The number of monthly AI users rises to around 65 million when embedded AI is included. One in four Filipino AI users interact with AI tools every day.
Trust in the technology is also climbing. One in two users said they trust AI more than they did a year ago, and seven in 10 said they are willing to let AI insights guide their purchase decisions.
For the first time, the report measures AI usage in tokens, which it treats as the AI equivalent of GMV.
‘Filipinos are embracing AI quickly, with 53 percent of the working population already using GenAI. But we are still early in the journey, and there is significant headroom for growth,’ said Bennett Aquino, a partner at Bain and Co. ‘The next chapter is about depth, turning what is occasional use today into everyday workflows that will truly benefit Filipino individuals and businesses.’
Room to deepen engagement
Still, the report said there is a lot of room for Filipinos to use AI more often. Around 33 percent of consumer journeys in the Philippines begin with AI, but users average only about 1.87 AI sessions a week and 13 million consumer tokens per GenAI user.
Most Filipinos prefer to talk to AI in English, which the report linked to the country’s strong English proficiency. Local-language prompts make up 21 percent of conversations.
Filipinos stand out in Southeast Asia for creative and professional uses of AI. Gemini prompts for customer support content in the Philippines are nearly three times the regional average.
Study, work, health, online shopping and entertainment are the top five uses of AI in the country, in that order. Consumer applications account for around 80 percent of AI usage.
‘What is especially exciting is the rapidly growing trust and adoption of AI among Filipinos-with over half of the working population actively using AI tools to streamline work and daily life,’ said Prep Palacios, country manager of Google Philippines.
E-commerce, online travel and online media drove the growth in GMV. E-commerce grew 15 percent year-on-year to $28 billion in 2026.
Online travel grew faster this year, up 14 percent to $3 billion from 9 percent growth the year before. Online media grew 26 percent to $6 billion, compared with 23 percent previously.
Mobility and food delivery grew 2 percent to $4 billion. The segment is projected to reach $7 billion by 2030 and $11 billion by 2035.
Digital payments posted the fastest growth in Southeast Asia, with gross transaction value up 23 percent year-on-year to US$194 billion in 2026.
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The report credited this growth to the expansion of the national digital ID, InstaPay for Business, and the merger of BancNet and the Philippine Clearing House Corp. (PCHC), which is meant to make payment interoperability smoother.
Digital lending grew 17 percent to a loan book balance of $7 billion from $6 billion in 2025, and is projected to reach $31 billion by 2035.
Digital insurance grew 16 percent to $110 million in annual premium equivalent and gross written premiums. That ties the Philippines with Vietnam for the fastest-growing digital insurance sector in the region.
‘The Philippines’s digital economy continues to show remarkable resilience and momentum as it proves its unstoppable growth once again this year,’ Palacios said. ‘As user confidence deepens and local AI use cases expand, strong policy support and collaborative ecosystem development will be key to unlocking the full potential of the Philippine digital economy.’
Aquino said the Philippines is ‘well positioned’ to move from occasional to everyday AI use, with the National AI Center for Research and Innovation rolling out this year and NPC frameworks supporting responsible adoption.
‘Doing so can cement the country’s place among SEA’s fastest-growing AI markets,’ he said.