Globe Telecom is accelerating its adoption of Generative AI (GenAI) technologies across its operations, positioning itself as a leader in responsible and impactful AI deployment within the domestic telecommunications sector.
In alignment with global industry trends highlighted in a recent GSMA report, Globe is integrating AI tools not only to streamline internal workflows but also to enhance customer engagement, operational agility, and financial efficiency. The company’s approach centers on building sustainable, customer-focused AI solutions.
“At Globe, we don’t just want to ride the AI wave, we want to build something sustainable with it,” said Carl Cruz, Globe president and CEO. “AI is a long-term enabler for smarter work, better customer service, and greater inclusivity.”
Through its internal AI Advocates Guild, Globe has empowered employees to harness platforms such as ChatGPT Enterprise, Google’s Gemini for Workspace, and proprietary tools like its Retrieval-Augmented Generation (RAG) system. This initiative has yielded over 400 AI-powered bots and co-pilots, streamlining operations and driving efficiency gains. One standout application—the GenAI Quality Audit—has slashed annual auditing costs from millions of pesos to just P2,000 per month.
These productivity-focused innovations have translated into tangible financial benefits, including a 4 percent year-on-year reduction in total operating costs, from ₱19.8 billion in 1Q 2024 to ₱19.1 billion in 1Q 2025.
On the customer front, Globe is leveraging AI to deliver hyper-personalized experiences, a strategy reflected in its Net Promoter Score (NPS) of 49—well above the industry benchmark of 31. The company says its AI initiatives are designed with responsibility and inclusivity in mind, aiming to ensure that all Filipinos can meaningfully engage with the digital economy.
With its people-first, innovation-driven AI strategy, Globe is not only keeping pace with global telco transformation but setting a new standard for responsible AI deployment in the region.
