While many businesses explore the potential of AI, Globe is taking bold steps in integrating Generative AI (GenAI) into its core operations, the telco said in a statement.
A recent GSMA (Global System for Mobile Communications Association) report highlighted the growing adoption of GenAI among global telecom operators to enhance customer experience, operational agility, and financial performance. In the Philippines, Globe stands at the forefront of this AI-driven transformation.
“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.
Harnessing AI's potential
Cruz emphasized, “We see AI as a long-term enabler that not only helps people work smarter and faster but also transforms how we serve our customers by delivering more responsive, efficient, and meaningful experiences. It’s not just about internal productivity. It’s about building the right foundations to support lasting customer impact.”
To fully harness AI’s potential, Globe established the AI Advocates Guild, a safe and collaborative space for employees to explore and innovate with AI tools.
Team members now have access to advanced platforms like ChatGPT Enterprise, Gemini for Workspace, and an in-house Retrieval-Augmented Generation (RAG) toolkit. These tools have enabled the development of over 400 employee-designed bots and co-pilots, each aimed at solving everyday challenges and boosting productivity.
Cutting expenses
One standout initiative is the GenAI Quality Audit, which replaced manual quality checks with an automated system—bringing down annual costs from millions of pesos to just ₱2,000 per month.
This AI-powered shift helped reduce Globe’s total operating expenses by 4 percent, from ₱19.8 billion in the first quarter of 2024 to ₱19.1 billion in the same quarter this year.
Globe is also leveraging AI for hyper-personalization, crafting tailored services that respond more precisely to individual customer needs. This commitment to innovation has contributed to Globe achieving a Net Promoter Score (NPS) of 49, surpassing the industry benchmark of 31.
AI's greater purpose
“We believe AI should serve a greater purpose—one that prioritizes inclusivity, responsibility, and trust,” Cruz added. “As we continue to innovate, we’re committed to using AI not just to accelerate progress, but to ensure every Filipino can meaningfully participate in the digital future.” —Ed: Corrie S. Narisma
