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Globe leverages AI to boost operational efficiency

As businesses increasingly adopt advanced Generative AI (GenAI) to enhance security and operational efficiency, Globe is leading the way in integrating this technology to streamline its operations, optimize network performance, and improve customer service.

A GSMA report for 2025 indicates that telecom operators worldwide are turning to AI to achieve business goals, such as improving customer experiences and boosting financial performance. Globe’s AI strategy aligns with these global trends.

“The integration of generative AI is central to our efforts to improve both our operational processes and the services we provide,” said Anton Bonifacio, Globe’s Chief AI Officer. “AI helps us drive efficiency and sustainability, ensuring we meet the evolving needs of our customers and the environment.”

Globe uses GenAI within its network to minimize service disruptions and enhance uptime, while also applying AI to optimize energy consumption in its operations.

In line with its AI-focused strategy, Globe has formed a dedicated AI Group and appointed Bonifacio as the country’s first Chief AI Officer. This step underscores the company’s long-term commitment to AI, ensuring it remains a leader in technological innovation.

In customer service, Globe is exploring AI models that understand Tagalog, enabling conversational AI to more effectively respond to customer queries, reduce wait times, and boost satisfaction.

Globe’s financial services arm, GCash, also harnesses AI to automate credit scoring, speeding up and improving the accuracy of loan approvals for millions of customers.

Beyond customer-facing applications, Globe views AI as a way to enhance employee satisfaction by streamlining tasks, promoting work-life balance, and freeing up time for more meaningful work. This contributes to better customer experiences and, ultimately, greater shareholder value. Employees are also encouraged to create their own bots to address work needs, boosting workflow and productivity.

For Globe, responsible AI is vital in supporting its sustainable digital transformation. The company has adopted the GSMA’s industry-first Responsible AI (RAI) Maturity Roadmap to ensure its AI efforts deliver business value while supporting sustainable development.

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