Smart Taps Salesforce to Power AI-Driven Digital Storefront for 50M Subscribers

Salesforce, the global leader in AI-powered customer relationship management, announced its strategic partnership with Smart Communications Inc., the wireless arm of PLDT Inc., to transform its digital commerce infrastructure using Salesforce’s Commerce Cloud platform.

The collaboration aims to create a unified and intelligent digital storefront experience for Smart’s over 50 million prepaid and postpaid subscribers across the Philippines. By deploying Salesforce AI, Smart will deliver highly personalized plan recommendations based on customer behavior and preferences, significantly enhancing the user experience.

Smart is also leveraging MuleSoft to seamlessly integrate internal and third-party systems, enabling a connected and frictionless customer journey across digital and physical touchpoints. The initiative is led by Salesforce’s Professional Services team, which is working closely with Smart to ensure streamlined implementation and robust execution.

Once fully deployed, the digital storefront will allow customers to transact online for services previously only available in-store—such as device purchases, plan renewals, application downloads, and mobile number portability. With a mobile-first design and cloud-based architecture, the platform is built for scalability, resilience, and omnichannel engagement.

To support this transformation, Smart continues to utilize Salesforce’s Service Cloud and Marketing Cloud to deepen customer relationships and boost retention. Integrating Commerce Cloud further enhances Smart’s order management and fulfillment capabilities, positioning the company for accelerated digital revenue growth.

“This strategic collaboration with Salesforce is a pivotal step in our digital transformation journey,” said Gilbert Gaw, FVP and Head of IT and Transformation Office, Smart & PLDT. “Leveraging Salesforce Commerce Cloud’s robust architecture and omni-channel features, we are creating a seamless and intuitive platform that empowers our customers with greater convenience and access to our full suite of products and services. This initiative will not only elevate customer satisfaction but also fuel business growth by enabling continuous innovation.”

Salesforce Philippines Country Manager Abraham Cuevas added, “A recognized leader in the Philippines’ dynamic telecommunications sector, Smart has an unwavering commitment to innovation and customer-centricity. We are excited to empower Smart with a modern, AI-ready platform that will enable them to connect with their customers in a more personalized and engaging way. This transformation will not only streamline their e-commerce operations but also position them for continued success in the Philippines’ competitive telecommunications landscape.”

Smart is also exploring the possibility of expanding this unified platform to its enterprise clients in the near future, reinforcing its commitment to digital innovation at scale.