Global Integrated Contact Facilities, Inc. (GICF), through its affiliate technology Company (Synlink Business Solutions, Inc.), has partnered with Proto, bringing AI agent infrastructure to enterprise and institutional clients across the Philippines.
The Philippines’ IT-BPM sector has long been a global leader in delivering outsourced customer support for Western markets – employing over 1.7 million people and generating more than $35 billion annually. As automation accelerates across this sector, a growing share of routine interactions is being handled by AI and workflow systems. Yet far less attention has been given to applying the same level of capability to services used by Filipinos themselves.
This partnership addresses that gap – bringing AI-augmented contact centre infrastructure into domestic-facing industries, where service quality, accessibility, and efficiency remain uneven.
The partnership enables GICF to deploy the Proto platform as part of its managed service offering, extending AI-powered customer engagement across sectors including banking, financial services and insurance, healthcare, telecommunications, retail, and logistics. GICF will combine its multi-channel contact centre operations with Proto’s AI agent layer to deliver end-to-end implementations–from automated intake to human-assisted resolution.
The collaboration builds on an existing deployment with Healthway Medical Network, where Proto powers the “Henry” AI agent for frontline patient engagement, and GICF supports escalated live chat interactions. This model – AI-first with seamless human escalation – demonstrates how contact centres can evolve rather than be displaced.
Celeste Manalo, CEO of GICF, said: "Formalizing our partnership with Proto gives our clients access to an AI agent infrastructure that is purpose-built for real operational environments. We see this as a natural next step in how we deliver value – combining our contact center expertise with Proto’s AI to raise the standard of service for the Philippine market."
Proto’s AI agents are designed for real-world language environments, with strong performance in Filipino languages – achieving 90.66% intent accuracy in Tagalog and 87.74% in Cebuano across production use cases. These capabilities are critical to expanding access beyond English-speaking users and ensuring more inclusive service delivery.
GICF is a medium-scale IT-BPM firm headquartered in Ortigas Center, Pasig City. Founded in 2015, the company employs about 500 people and operates across domestic and international markets, with leadership averaging more than 15 years of experience in the outsourcing sector.
Curtis Matlock, CEO of Proto, said: "GICF brings the operational depth required to make AI work in practice, not just in pilots. Our collaboration – already proven in healthcare – shows how AI and human agents can operate as a single system. As automation reshapes the global BPO sector, this partnership ensures those same capabilities are applied to improving services for Filipinos."
The Philippines remains a key market for Proto, with deployments including the Bangko Sentral ng Pilipinas and the Securities and Exchange Commission, as well as healthcare providers such as The Medical City. The addition of GICF strengthens Proto’s ability to scale AI-augmented service delivery across both enterprise and public-facing institutions.
About GICF
Global Integrated Contact Facilities, Inc. (GICF) is a Filipino-owned and -led IT-BPM firm providing customer care, technical support, back-office, and multi-channel contact centre services to clients across banking, healthcare, telecommunications, retail, and logistics