Salesforce, a global leader in artificial intelligence (AI) customer relationship management (CRM), has announced the appointment of Paul Carvouni as Senior Vice President and General Manager for the ASEAN region.
This strategic move, revealed on January 5, 2026, aims to accelerate the region's transition towards agentic enterprise transformation, leveraging AI to redefine business operations across Southeast Asia.
Leadership with a Vision for ASEAN Growth
With over 20 years of experience in the IT industry, Carvouni brings a wealth of expertise from his previous roles, including leading enterprise business segments at Microsoft ASEAN.
His appointment signals Salesforce’s commitment to strengthening its foothold in the ASEAN market, a region poised for significant digital and economic growth.
The Rise of Agentic AI in Business
Agentic AI, a cornerstone of Salesforce’s strategy, refers to autonomous systems that act on behalf of businesses to enhance productivity and decision-making.
The technology is expected to play a pivotal role in transforming traditional business models, particularly in ASEAN, where digital adoption is surging.
Historical Context and Regional Expansion
Salesforce has been expanding its presence in ASEAN for years, with recent milestones including new offices in the Philippines (opened in October 2025) and leadership appointments in Indonesia and Thailand.
This history of investment underscores the company’s long-term vision to empower regional businesses with cutting-edge CRM solutions.
Impact on ASEAN’s Digital Economy
Carvouni’s leadership is anticipated to drive adoption of AI-powered tools, potentially contributing to the region’s projected trillion-dollar digital economy in the coming years.
Industries such as retail, finance, and manufacturing in ASEAN are likely to benefit from tailored AI solutions that enhance customer engagement and operational efficiency.
Future Prospects Under Carvouni’s Guidance
Looking ahead, Salesforce aims to position ASEAN as a global leader in agentic enterprise innovation, with Carvouni at the helm to steer strategic partnerships and technology deployment.
His tenure could mark a new era for the region, blending AI advancements with localized business needs to foster sustainable growth.
Alfred Lee
