A proposal to build the cognitive layer of Pasay 360 — and to bring the same intelligence to every property already in the SM family.
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02 · Why now
The race for AI sovereignty is happening this year. The Philippines has not entered it.
Singapore
$27B
Indonesia
$6B
Malaysia
$5B+Sovereign LLM launched August 2025
Vietnam
AI LawPassed December 2025 — sovereignty over data, models, infrastructure
Philippines
$41MNAIS-PH foundation, ₱2.3B total
Southeast Asia attracted over $55 billion in AI infrastructure commitments in 2025. The Philippines captured roughly zero percent. Every neighbor now has a sovereign large language model, a sovereign AI fund, or an AI Law on the books.
The infrastructure-layer race — who hosts the compute that trains regional LLMs — is largely lost. But the application-layer race is wide open. The applications that 110 million Filipinos use every day to navigate malls, pay for transit, find their condo, enter the gym, book the hotel — those surfaces are still up for whoever builds them first.
SM Prime is one of the only Philippine institutions positioned to be the home of the country's AI sovereignty story. This proposal is about whether you build it, or someone else does.
03 · The restoration
Maynilad remembers itself.
Manila's original name was Maynilad. The city was once a place of nilad mangroves along the bay's shoreline, defined by the rhythm of tides, weather, and people moving between water and land.
The Manila Bay Central Park — Jungle Nilad by Turenscape and the late Kongjian Yu — restores the ecology of that lost shoreline. The mangroves return. The bay returns. The sponge-city principle returns the relationship between water and the city.
Pasay 360 deserves more than that. Every category of anchor is named in the master plan — retail, hospitality, residential, civic, cultural, transport, green space. Technology is the one that isn't. The intelligence layer is what's missing. SM Experience is the proposal for what fills it.
04 · This has been built before
The platform is proven. The opportunity is to deploy it where it matters most.
Walt Disney World · xConnect / MagicBand
Tens of billions of dollars of Disney Parks revenue, annually.
The CommonX team architected the xConnect platform behind Disney's MagicBand — processing 250,000 events per second for 30 million annual park guests across 4 parks (twice the size of Manhattan) and 25+ hotels. Over 600 million MagicBand users and park passes issued since 2013. 1.5 billion PhotoPass smiles. One unified identity across ticket, hotel key, payment, photo, F&B, and attractions.
We architected this. Post-Disney, the team recreated it on a modern stack as Lok8. Lok8 evolved into Orchestr8.
Billions in Princess cruise revenue flowing through the cognitive layer.
CommonX built the proprietary Orchestr8 platform, licensed to Carnival Corporation as OCEAN Medallion across 20+ Princess cruise ships — over 20 million passengers since inception. 7,000 AI edge sensors and 75 miles of Power-over-Ethernet cabling per ship. Results in production: 90% reduction in embarkation time, 60% faster food delivery, facial-recognition boarding, location-based F&B, keyless stateroom entry, gaming, entertainment — all on a single cognitive layer with one control-room view.
Carnival was the client. CommonX owns the platform.
Starbucks · Mobile Order & Pay
Over 25% of Starbucks U.S. revenue. Billions in incremental sales annually.
The CommonX team designed and delivered the platform now generating over a quarter of all Starbucks U.S. revenue — establishing the global QSR digital standard and driving billions in incremental sales every year. The first quick-service pre-order system at this scale. A strong contributing factor that kept Starbucks operational through the Covid pandemic.
The same team built the platform that proved ambient retail intelligence works in everyday consumer behavior.
American Dream Mall · Orchestr8
20 million guests per year. One integration layer.
Orchestr8 powers the American Dream Mall — a 3.5 million sqft mixed-use complex in New Jersey serving approximately 20 million guests per year. Parking, mall navigation, theme parks, F&B, retail loyalty, VIP services, photos, smart screens, identity, ticketing — all running on one comprehensive platform.
The closest existing analog to what Pasay 360 will need.
The lineage behind Orchestr8 has powered each of these — the cognitive backbone beneath tens of billions of dollars of guest revenue every year. SM Experience is not a promise. It is the Philippine deployment of mature technology, designed for Filipino infrastructure and built around the SM portfolio.
Also delivered by the same team
Levi's Stadium ingress and ticketing for the San Francisco 49ers · Philips Lumify portable ultrasound infrastructure · McDermott biometric heatstress monitoring across construction sites (directly relevant to the Pasay 360 build-out phase) · the Global Good vaccine cold-chain Varo platform deployed during the Covid pandemic in West Africa · concepts introduced to FC Barcelona (La Liga), the Miami Heat (NBA), and retail clients including Home Depot.
05 · What SM Experience does
One layer. Three outputs. A single pane of glass.
SM Experience ingests one thing — real-time location and behavior, with context — and produces three. The same cognitive layer drives proactive infrastructure, personalized experiences, and a holistic view of the entire operation. All from a single control room.
Tap to expand
01
Automated Operations
Proactive decisions across infrastructure: energy management that predicts demand and shifts loads; predictive maintenance that flags HVAC, escalators, elevators before they fail; congestion prevention that reroutes foot traffic and vehicular flow before bottlenecks form; security and safety alerts in real time; environmental monitoring tied directly to the sponge-city water-management framework of Pasay 360.
What can the building do before someone has to ask?
02
Hyper-Personalized User Experiences
Every surface aware of the user. Wayfinding that knows where they're going before they ask. F&B recommendations contextualized by mood, time, location, and history. Ambient lighting. Queue-skipping for VIPs and loyalty members. Accessibility cues for those who need them. Offers delivered at the moment of decision, not the moment of broadcast. Routed through every existing SM surface — mobile apps, digital displays, POS, kiosks, wearables, web.
Does the space know me?
03
Holistic View of Lifecycle Operations
A single control room sees everything in real time: occupancy across every property, foot traffic trends, tenant performance, infrastructure health, customer journey paths, sentiment scores, revenue by surface, energy consumption, security incidents, employee deployment. From this surface, SM operates 90 malls, 22 office towers, 10 hotels, 185,000 SMDC units, and Pasay 360 from a single console.
What is happening across the entire SM network right now?
For the technical reader. Built on a modern stack with integrated Agentic AI and Large Language Model layers. Five core service modules — Lok8 (sensing), Korl8 (cognition), Folio (guest wallet), Communiq8 (communications), Guest Genome (user model) — plus eight pre-integrated Accelerators. 26+ components total. The 15-year lineage: xConnect → Lok8 → Orchestr8.
Industry verticals already supported by the platform: manufacturing and supply chain, commercial buildings, logistics networks, theme parks, hotels, malls, airports, stadiums, retail, residences, communities, and construction sites.
06 · How this fits
Built on what you have. Not built over it.
SM has spent fifteen years building the largest consumer infrastructure in Southeast Asia. SM Experience is the cognitive layer that makes it speak as one city.
Marketing & analytics
Adobe Experience Cloud · Microsoft 365 · Azure
Payments & identity
BDO via WSO2 · BayaniPay · GCash · Maya · GrabPay · QRPh · SMAC (promoted from card to identity backbone)
Energy & utilities
Hiraya Tech HIMO · existing BMS infrastructure
Hospitality & loyalty
Hilton Honors · Radisson Rewards · PRiMO · existing PMS systems
— SM Experience orchestrates above —
SM Experience cognitive layer
Real-time location intelligence · behavioral signal fusion · predictive personalization · single control room
Every system already inside SM Prime stays. The question SM Experience answers is how they finally operate as one. That is what "integration partner" means in this proposal — not a vendor relationship, not a procurement decision. A partnership to build the layer that makes the rest cohere.
07 · The number
What SM Experience earns across the SM network. Twenty-five years.
$31.8B–$33.5B
25-year cumulative SM Experience revenue across all three tranches · base case · conservative against the per-property fee assumptions
Tranche 01 · The flagship
SM Pasay 360
$26.3B
The 25-year HarborX-model revenue, scaled by land area (360 hectares vs. the model's 265-hectare base). The deal that justifies the partnership on its own — 83% of total opportunity. The deployment that anchors SM Experience in the new shoreline.
Tranche 02 · The portfolio
The existing SM Prime network
$3.9B–$5.3B
SM Experience deployed across the 310 properties SM operates today — 90 malls, 22 office towers, 10 hotels, ~185 SMDC residential towers, warehouses, convention centers. Per-property platform licensing plus per-touchpoint usage revenue against 3.5 million daily mall foot traffic. The network moat that no greenfield competitor can replicate.
Tranche 03 · The pipeline
Future build, 2026–2035
$1.6B–$1.9B
SM Experience on every new mall (Sta. Rosa Nuvali, Harrison Plaza, Malolos, Cavite), every new office expansion (Cebu Towers, +60,000 sqm GLA), every warehouse build-to-suit (Pasig, Taguig, Parañaque, Laguna, Cavite, Tarlac, Iloilo, Davao), every new SMDC tower (~250 through 2035), plus SMXCITE and other convention assets. The compounding effect of being designed in from the start.
Pasay 360 alone justifies the partnership. The portfolio overlay — $5.5 to $7.2 billion of incremental SM Experience revenue across the existing and future SM network — is the structural moat. It is what a network gives you.
08 · The invitation
We want to build this with you.
This proposal does not arrive with a request for a procurement decision. It arrives with an invitation.
SM Prime is the only company in the Philippines capable of being the home of the new Maynilad — the intelligence layer that makes Pasay 360 alive, and that connects every existing SM property into one coherent city.
We have built the platform. We have proven it across the most demanding environments in global experience infrastructure. What we are asking for is the chance to build the Philippine deployment with you, as a partner, on the timeline above.
The master plan is not yet unveiled. The window to design the intelligence layer in — rather than retrofit it later — is open now.
A short introduction to CommonX, Orchestr8, and the team behind this proposal.
