At the AWS Cloud Day Philippines 2025, Globe Telecom’s chief technology officer Carlo Malana Cruz stressed the urgent need for visionary leadership to navigate the challenges of Generative AI (GenAI).
Speaking at a high-level panel on the GenAI revolution, Cruz said AI has evolved beyond automation and cost-cutting, calling it “a new age of augmented intelligence.”
“It’s no longer about doing things faster; it’s about unlocking creativity and creating relevance at scale,” Cruz said.
Cruz outlined Globe’s enterprise-wide AI strategy, which embeds AI into operations to enhance efficiency, elevate customer experience, and fuel innovation. He cited the company’s Net Promoter Score of 49, far above industry norms, as evidence of successful personalization through intelligent systems.
Globe’s AI Enablement Program was highlighted as a key internal driver, allowing non-technical employees to build AI tools. One team’s creation of a chatbot that expanded audit coverage from 5 percent to 100 percent exemplified bottom-up innovation.
“Innovation doesn’t always have to come from the top,” Cruz noted.
Cruz also emphasized ethical AI development, spotlighting Globe’s AI Advocacy Guild and partnerships with GSMA, OpenAI, and the Global Telco AI Alliance.
He described Globe’s “AI Kitchen” approach, which focuses on building foundational capabilities before scaling use cases.
Acknowledging hurdles such as legacy systems and regulatory pressures, Cruz pointed to Globe’s readiness programstargeting integration and data maturity.
He concluded by calling on leaders to embrace curiosity, empower teams, and prioritize adaptability.
“GenAI isn’t just a technology shift, it’s a mindset shift,” Cruz said. “We’re building a future where every Filipino is a digital Filipino, equipped to thrive in an AI-powered world.”
