Speaking at The Great Indoors Podcast during Mobile World Congress 2026 in Barcelona, Globe president and CEO Carl Cruz said AI is enabling the company to shift toward more personalized, proactive, and inclusive digital services.
Cruz, who marked his first year as CEO, described the role as both “humbling and energizing,” emphasizing Globe’s focus on customer-centricity, sustainability, and partnerships to widen access to connectivity.
Anticipating customer needs
The executive highlighted how Globe is leveraging AI to anticipate customer needs, improve network reliability, and deliver tailored services through platforms like the GlobeOne app.
The app allows users to manage accounts, monitor usage, pay bills, and access personalized offers in one place.
These efforts are part of Globe’s broader pivot from a traditional telecommunications provider into a “trusted lifestyle partner,” supporting Filipinos in areas such as education, healthcare, and livelihood.
Reaching underserved communities
Cruz also underscored the importance of partnerships in reaching underserved communities, particularly in a geographically complex country like the Philippines.
“With over 7,600 islands and 65 million customers, connectivity presents both challenges and opportunities,” he said.
He pointed to Globe’s collaboration with Starlink on direct-to-device satellite technology as a potential breakthrough.
By complementing mobile and fiber networks with satellite connectivity, Globe aims to reach the remaining 4 percent of the population in remote and mountainous areas, bringing coverage closer to 100 percent.
Curbing scams
Beyond connectivity, Globe is also investing heavily in digital safety as part of its customer-first strategy.
Cruz noted that the company was among the first globally to stop sending SMS messages with links, a move introduced five years ago to help curb scams. Since 2021, Globe has blocked more than 12 billion spam and fraudulent messages.
“Connectivity is essential, but protection is equally critical,” Cruz said, adding that safeguarding users is a core responsibility of the company.
Diversity and inclusion
The Globe chief also emphasized the role of diversity and inclusion in driving business performance, describing it as a guiding philosophy rather than a standalone initiative.
By ensuring its workforce reflects the diversity of the Filipino population, Globe aims to better understand and serve the needs of its customers nationwide.
Bridging gaps in access
As digital adoption accelerates, Cruz said Globe remains committed to using innovation to bridge gaps in access while ensuring that technology remains human-centered.
From AI-driven services to satellite-enabled coverage, the company is positioning itself to play a central role in advancing digital inclusion—ensuring that more Filipinos can participate in the digital economy and access essential services. —Ed: Corrie S. Narisma
