Speaking during the conference's opening plenary, Cruz said the focus has shifted from whether organizations should adopt AI to how they can deploy it responsibly and ensure that its benefits extend beyond business performance.
"The conversation is no longer about whether organizations should adopt AI. The challenge is how we scale it responsibly and ensure that the benefits extend beyond business outcomes to the people we serve," Cruz said.
Cruz joined executives from Vodafone Group, China Mobile, China Telecom, Huawei, and the GSMA in discussing how artificial intelligence is reshaping connectivity and the future of the global telecommunications industry.
Digital advantage
Cruz said the Philippines is well positioned to capitalize on AI because of its high level of digital engagement.
The country has nearly 97.5 million internet users, 142 million mobile connections, and 90.8 million social media user identities, reflecting a population that is already deeply connected and increasingly comfortable using digital technologies in everyday life.
For Globe, AI is a natural extension of its mission to improve lives through technology.
The company believes AI can help individuals become more productive, acquire new skills, expand their businesses, and enjoy more relevant digital experiences.
Building capabilities
To support that vision, Globe established a dedicated AI Group in 2024 and appointed its first chief AI officer, Anton Bonifacio, who now serves as chief intelligence and trust officer.
The organizational change brought AI, data, cybersecurity, and data privacy under a single leadership structure to strengthen innovation while maintaining security, accountability, and customer trust.
The company has also continued investing in the foundations needed to scale AI responsibly, including data readiness, technology modernization, process transformation, AI literacy, and cybersecurity.
At the same time, Globe has sought to democratize AI across the organization by giving employees access to AI tools, training, and secure environments where they can experiment and develop new solutions.
Those efforts have produced more than 260 AI use cases, ranging from applications already in operation to projects still under development.
To accelerate innovation, Globe has adopted a hub-and-spoke model that combines centralized governance and technical expertise with business units that develop AI solutions tailored to their operational needs.
Growth priorities
As Globe expands its AI capabilities, the company is focusing on four strategic priorities: hyper-personalization, customer experience, intelligent networks, and new products and services.
According to Cruz, these areas will help Globe deliver more personalized services, improve operational efficiency, enhance network performance, and create new growth opportunities.
"AI is not an end in itself. It is a means to serve customers better, make smarter decisions, strengthen our competitiveness, and unlock new opportunities for growth," Cruz said.
"As a technology and telecommunications company, we believe we are only beginning to scratch the surface of what is possible. The possibilities are immense, and we are just getting started." —Ed: Corrie S. Narisma
