At Globe, artificial intelligence (AI) isn’t just a tech trend—it’s a strategic enabler for real, lasting progress. As more companies turn to Generative AI (GenAI) to streamline operations and enhance customer service, Globe is leading the charge in the Philippines, integrating AI across its business to drive transformation from within.
A recent GSMA report on AI in telecommunications highlights a global shift: telco operators are embracing GenAI to improve customer experiences, operational agility, and financial outcomes. Globe is proud to be at the forefront of this shift, placing its customers and workforce at the heart of its AI journey.
“We’re not just jumping on the AI bandwagon—we’re building a long-term, sustainable approach,” said Carl Cruz, Globe President and CEO. “AI is helping us work smarter and faster, but more importantly, it’s reshaping how we deliver value to our customers through more personalized, efficient, and impactful experiences. It’s about more than productivity—it’s about meaningful transformation.”
To foster this shift, Globe has created a safe and supportive environment for employees to explore and innovate with AI. Through its internal AI Advocates Guild, team members have access to advanced tools like Gemini for Workspace, ChatGPT Enterprise, and Globe’s proprietary Retrieval-Augmented Generation (RAG) toolkit. These platforms have already enabled employees to develop over 400 AI-powered bots and co-pilots—solutions designed to solve everyday challenges and boost workplace productivity.
AI has also helped Globe significantly optimize internal processes, resulting in faster, more accurate, and cost-effective operations. One standout example is the GenAI Quality Audit, which replaced time-consuming manual checks and slashed audit-related costs from millions of pesos annually to just PHP 2,000 per month. These efficiencies contributed to a 4% year-on-year drop in operating expenses—from ₱19.8 billion in 2024 to ₱19.1 billion in Q1 2025.
Beyond internal improvements, Globe is advancing AI-driven customer experiences with hyper-personalized services that adapt to each user’s unique needs. This focus on customer-centric innovation has helped the company achieve a strong Net Promoter Score (NPS) of 49, significantly outperforming the industry benchmark of 31.
“AI should serve a higher purpose—one rooted in inclusivity, trust, and responsibility,” Cruz added. “As we innovate, our mission remains clear: to ensure every Filipino has the opportunity to benefit from the digital future.”
By placing people at the center of its AI strategy, Globe is not only keeping pace with global trends but also setting the standard for responsible, impactful AI integration in the Philippine telecommunications sector.