Globe Telecom has entered a multi-year, multi-million-dollar partnership with Xtelify, the digital innovation arm of India’s Bharti Airtel, to deploy next-generation AI-driven software aimed at revolutionizing customer service and operational efficiency in the Philippines.
The deal marks a significant regional collaboration, combining Globe’s customer-centric strategy with Xtelify’s AI-powered software platform, Xtelify Serve, which is designed to simplify telecom operations, elevate service delivery, and enhance customer engagement across every touchpoint.
Globe Telecom president and CEO Carl Cruz emphasized the collaboration’s impact on the company’s digital transformation: “This partnership with Airtel and Xtelify empowers us to serve our customers with greater empathy, intelligence, and speed,” Cruz said. “Together, we are building a new standard for service excellence.”
Xtelify’s platform will be integrated into Globe’s internal systems, delivering real-time task automation, AI-led customer insights, and omni-channel support to improve customer experience, reduce churn, and boost average revenue per user (ARPU).
Gopal Vittal, vice chairman and managing director of Bharti Airtel, highlighted the broader strategic significance: “It’s a pivotal moment as we bring Airtel’s world-class, home-grown platforms to global telcos. This partnership with Globe exemplifies how we’re leveraging Airtel Cloud and our digital innovations to solve telecom challenges at scale.”
As part of the initiative, Xtelify also launched the sovereign Airtel Cloud, engineered for high-performance workloads with full data residency in India, further reinforcing Airtel’s commitment to secure, scalable digital infrastructure.
The alliance positions both Globe and Airtel at the forefront of digital transformation in the telecom sector, showcasing the growing importance of cross-border collaboration in delivering AI-powered, cloud-first solutions to address global telecom needs.
