The Gemini Report released by Google shows that Southeast Asia has become the fastest-growing region for the Gemini app, with active users more than doubling over the past year.
Among the six Southeast Asian markets covered in the study, the Philippines stood out for its unique adoption patterns, particularly among female users and professionals leveraging AI for work.
According to the report, Southeast Asia’s young, mobile-first population has accelerated Gemini’s growth, contributing to the app’s expanding global user base of more than 900 million monthly active users.
The findings demonstrate that AI has become integrated into people’s daily routines, from content creation and research to workplace productivity and business operations.
For the Philippines, the Gemini Report points to increasing AI adoption across creative industries, customer service, and career development, reflecting how generative AI is becoming part of daily work and decision-making.
Philippines emerges as a unique AI market
The Gemini Report found that the Philippines is the only Southeast Asian country where female users generate more prompts than male users, making it a unique market within the region.
Creative work remains the most common use case among Filipino users. Around 24% of prompts from the Philippines are related to the creative process, while 17% focus specifically on writing assistance. Filipinos also frequently use Gemini as a career coach, seeking guidance on work-related questions, job applications, and professional development.
Beyond personal productivity, the report shows that Filipinos are increasingly relying on AI to support everyday decision-making, highlighting the growing role of generative AI as a practical digital assistant rather than simply a technology for experimentation.
Filipino professionals use Gemini for business and customer support
The Gemini Report also identified the Philippines as a leading market for workplace applications, particularly within the country’s business process outsourcing (BPO) industry.
Google said Filipino professionals generate customer support-related prompts at three times the regional average. Many users also rely on Gemini to develop marketing content, draft communications, and improve customer engagement materials.
Career-related prompts — including job searching, staffing, and workplace guidance — are also more common in the Philippines than in other Southeast Asian markets covered in the report.
Google Vice President for Southeast Asia and South Asia Frontier, Sapna Chadha said the findings demonstrate how AI has become integrated into people’s daily routines, with users adopting Gemini in their preferred languages, communication styles, and real-life contexts.
Southeast Asia drives Gemini’s next phase of AI innovation
Across Southeast Asia, the Gemini Report found that younger users continue to lead AI adoption, reflecting the region’s digitally connected population. Nearly 70% of prompts submitted across Southeast Asia are written in native languages, reinforcing the importance of multilingual AI experiences.
Christine Chia, Managing Director for Search and Gemini Partnerships APAC at Google, said the company’s focus extends beyond improving AI capabilities to making Gemini accessible to more people across Southeast Asia.
“We’ve been spending a lot of time looking at how we can make Gemini more accessible to more users out there. It’s an important part of our mission, and we can’t do this alone,” Chia said, noting that Google continues to work with partners across the region to expand AI literacy, education, and access.
Google also noted that almost three out of four Gemini interactions originate from mobile devices, while more than 40% of prompts now involve multimodal features such as voice, photos, or videos. Around 40% of prompts ask Gemini to generate original outputs, including images, music, written content, and other creative materials.
Supporting these findings, AI Singapore’s Southeast Asia Holistic Evaluation of Language Models (SEA-HELM) benchmark ranked Gemini as the best-performing large language model for Southeast Asian languages overall.
Chia said Google is also investing in a long-term product roadmap that aims to make Gemini more useful in users’ daily lives through deeper personalization and proactive assistance. “As we look ahead, our goal is to invest in building out a long-term product roadmap to ensure that Gemini becomes the most helpful assistant for Southeast Asia’s 600 million users,” she said.
Looking ahead, Google announced that it is expanding Gemini’s capabilities through Gemini Spark, a cloud-based AI agent designed to complete tasks across Workspace applications such as Gmail, Docs, and Slides.
The company also confirmed that in-app shopping features are now available in the Philippines, allowing users to browse products, compare options, and access pricing information directly within Gemini conversations.
AI becomes part of everyday work
The Gemini Report highlights Southeast Asia’s growing role in shaping how generative AI is adopted globally, with the Philippines emerging as one of the region’s most active markets.
Chia also said the company sees the latest developments as only the beginning of Gemini’s growth across the region.
“We are investing in a long-term roadmap to ensure that Gemini becomes the most powerful, personal and also proactive assistant for everyone in Southeast Asia,” she said.
From creative writing and customer support to career guidance and workplace productivity, Filipino users are increasingly integrating Gemini into everyday tasks.
As Google continues to introduce new AI capabilities, including Gemini Spark and localized features, the report suggests that AI adoption in the region is shifting from experimentation toward practical, day-to-day use across both personal and professional settings.
