Rory Freeborn of 8x8: Why Manila is Leading the Charge in Digital Identity and AI Innovation

By: Zenia Pearl Nicolas When Rory Freeborn, Technology Partnerships APAC at 8x8, talks about Manila, he doesn’t just see another city in Asia, he sees a global testbed for digital identity, customer experience, and AI-driven transformation.

“Manila is at the forefront of digital innovation,” he emphasized, framing the Philippines not as a follower but as a pacesetter in customer identity and access management (CIAM) and the next era of agentic AI.

Manila: The Digital Front Door of Southeast Asia

To Rory Freeborn, Manila isn’t just another fast-growing market, it’s the digital front door of Southeast Asia. Every day, millions of Filipinos are logging into airlines, e-commerce platforms, and banks. And in those moments, something as simple as a login screen can decide whether trust is built or broken. “If you think about logging into an airline site,” Rory explained, “you type your password, it’s wrong. You reset it, check your email, create a new password… it’s clunky. Click after click—that’s your digital front door. And 60% of consumers just walk away when they hit that friction.” That’s where 8x8’s CIAM orchestration makes the difference. By introducing seamless sign-ups and logins, whether through passkeys, magic links, biometrics, or adaptive authentication, Manila’s enterprises can turn frustration into loyalty. The impact is more than technical. Brands that remove login friction not only reduce call center complaints but also earn something far more valuable: loyalty. In fact, companies that prioritize CIAM see as much as 90% of their customers stay, simply because access feels effortless.

Orchestration, Not Just Products: Rory’s Core Message

For Rory Freeborn, the real shift isn’t about selling a single product, it’s about rethinking the entire digital experience.

“I’m not gonna talk about a product,” he said. “It’s a platform that allows you to orchestrate.”

That orchestration is what sets Manila apart. Instead of treating logins, fraud checks, and security tools as separate pieces, Filipino digital platforms are weaving them together into one seamless journey. From fraud detection and device fingerprinting to geolocation and adaptive AI, every layer works in sync not as obstacles, but as invisible guardrails. In Rory’s words, it’s not about adding more tools. It’s about building trust through a connected ecosystem where every click feels effortless, and every transaction feels secure.

Agentic AI: The Next Leap from Manila

Rory also pointed to the next wave of digital innovation: Agentic AI. This isn’t the chatbot era where AI only responds in text. Instead, it’s AI that acts on your behalf.

“Instead of ChatGPT just replying,” Rory explained, “imagine saying: ‘Find me the cheapest ticket to Singapore tomorrow, and if you find it, book it.’ That’s not the future—it already exists.”

From travel bookings to fraud protection, Manila’s enterprises are uniquely positioned to experiment with agentic AI because of the city’s dynamic mix of fintech, telecom, and e-commerce ecosystems—all supported by BSP’s AFASA regulations and partnerships with global leaders like FIDO and Fintech Alliance.

Manila as the Proving Ground for Seamless CX

For 8x8, Manila isn’t just another market, it’s a proving ground for the future of digital identity and AI. The city’s young, digital-first population creates a fertile environment for innovation, while regulators like the Bangko Sentral ng Pilipinas are shaping secure financial ecosystems through frameworks such as AFASA. At the same time, local industries, from fintech to airlines to retail are pushing for frictionless customer experiences at scale. This combination of tech-savvy consumers, forward-looking governance, and industry-wide demand for seamless CX positions the Philippines as the perfect stage for CIAM deployment, AFASA compliance, and the rise of Agentic AI with identity guardrails

Rory Freeborn: Manila Is Already Living the Future

“The future is here. The tech exists.”

When Rory said those words, it wasn’t hype, it was a reminder. The tools we once talked about as “next decade” are already in our hands: identity platforms that make logging in effortless, AI that doesn’t just answer but acts, and fraud protection that adapts in real time. And nowhere is this future more visible than in Manila. The city is showing that trust and technology can grow together, that a young digital-first population, bold regulators, and fast-moving industries can build something bigger than convenience, they can build confidence. From seamless sign-ups that keep people connected to AI agents that book your flight before you even finish the sentence, Manila is writing a new playbook for digital innovation. The message is simple: the future isn’t waiting. It’s already unfolding here and Manila is leading the way. Discover Rockbird Media – where industry leaders connect, ideas spark, and partnerships take flight. Explore our global B2B events, insights, and stories shaping the future of business.