According to Microsoft’s 2024 Work Trend Index, 75 percent of knowledge workers globally are already using AI on the job. Yet only 39 percent have received formal AI training from their companies. This is significant, considering 76 percent believe AI proficiency is essential to remain competitive.
At Globe, this transformation is already well underway. From human resources to risk management, network operations, marketing, and customer experience, the company is embracing AI to work smarter, move faster, and stay more connected—without losing its human touch.
“Today we’re using AI to speed up automation,” said Carl Cruz, Globe president and CEO. “We’re also using it to elevate and improve the quality of decisions, and make our operations more responsive. Innovation only matters if it creates real impact.”
AI-powered hiring: Faster and fairer
One of Globe’s most visible AI success stories is in recruitment. Through HireVue, an AI-driven platform that combines video interviews with skills assessments, Globe has streamlined its hiring process. Originally piloted for digital and tech groups, the tool was rolled out company-wide—including portfolio firms—after it cut hiring times from weeks to just a few days.
Qualitative data processing that used to take three to five days was halved, allowing for faster candidate turnaround and stronger, data-informed hiring decisions. This modernization earned Globe the Impact Star Award at the 2025 HireVue Customer Excellence Awards, following its Rising Star citation in 2024.
Strengthening risk management with AI
AI has also made Globe’s risk management processes more agile and precise. Automating data capture, transcription, and analysis drastically reduced processing time. Instead of weeks, risk insights are now generated within days.
Real-time dashboards visualize risks across business units, improving leadership decision-making and reducing human bias. Globe is now exploring AI tools for proactive risk scanning to identify potential threats before they escalate.
Optimizing network operations and sustainability
In its Network Group, Globe is using AI for anomaly detection, repair diagnostics, and predictive maintenance. It also supports energy efficiency through EdgeWise, a platform that powers down idle transceivers in low-traffic areas—cutting energy use and advancing sustainability goals.
As of Q1 2025, Globe had activated 235 new 5G sites serving over 9.5 million devices. AI helps prioritize network builds and maintain infrastructure at scale.
Empowering marketing and knowledge work
AI is also transforming how Globe’s marketing team works. Tools like ChatGPT and Gemini accelerate content development, while Canva Magic Studio enables quick production of high-impact visuals. NotebookLM and custom-built AI search tools improve access to technical documents and institutional knowledge.
The result: faster campaign execution, more inclusive storytelling, and marketing that moves at the speed of business.
Enabling the future of work
Across the enterprise, Globe is scaling AI to enhance productivity, reduce operating costs, and deliver better customer experiences. From AI-driven chatbots to sentiment analysis via large language models, the company is using AI to simplify workflows and serve its customers faster and better.
“Our ambition is clear,” Cruz said. “We want Globe to be among the most admired companies in the country. We use technology with empathy, insight, and purpose to better serve our customers. This is how we will make Globe resilient—by enabling our people with better tools to build our business for the future.” —Ed: Corrie S. Narisma
