At Globe, artificial intelligence (AI) isn’t just a trend—it’s a driving force for smarter service, empowered teams, and long-term efficiency.

As more global telecom companies turn to Generative AI (GenAI) to enhance customer experience and streamline operations, Globe is leading the way in the Philippines with a people-first approach to AI integration.

“We don’t just want to ride the AI wave—we’re building sustainable impact with it,” said Globe President and CEO Carl Cruz. “AI helps us work faster and smarter, but more importantly, it allows us to serve our customers in more meaningful and responsive ways.”

To enable this transformation, Globe has created the AI Advocates Guild, a safe space for employees to explore tools like ChatGPT Enterprise, Gemini for Workspace, and its own Retrieval-Augmented Generation (RAG) toolkit. So far, employees have developed over 400 bots and co-pilots to solve everyday challenges and improve efficiency.

One standout innovation: the *GenAI Quality Audit, which replaced manual quality checks, slashing millions in expenses down to just ₱2,000 a month. These improvements contributed to a 4% year-on-year drop in operating costs, from ₱19.8 billion in 2024 to ₱19.1 billion in Q1 2025.

Beyond internal gains, Globe is also using AI to deliver hyper-personalized customer experiences*, tailoring services to individual needs. Its strong Net Promoter Score (NPS) of 49, well above the industry benchmark of 31, reflects growing customer satisfaction.

“AI must serve a greater purpose—one rooted in responsibility, trust, and inclusion,” Cruz added. “As we advance, we’re making sure no Filipino is left behind in the digital future.”

With continued investment in GenAI, Globe aims not just to adapt to the future—but to shape it.