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Manila Bulletin devider Business devider Trade & Industry devider Globe ramps up AI use to promote efficiency boost services

Globe ramps up AI use to promote efficiency boost services

Published May 14, 2025 04:37 pm

Globe Telecom Inc. said it is adopting advanced generative artificial intelligence (AI) across its business to boost operational efficiency and further improve services.

In a statement on Wednesday, May 14, the Ayala-led telecommunications giant said it intends to be at the forefront of the industry’s rising adoption of AI by focusing on improvement of customer experience.

“At Globe, we don’t just want to ride the AI wave, we want to build something sustainable with it,” said Globe President and Chief Executive Officer (CEO) Carl Cruz.

“It’s not just about internal productivity. It’s about building the right foundations to support lasting customer impact,” he added.

Cruz said AI will be a “long-term enabler” that would help the company transform how it serves customers by delivering more responsive, efficient, and meaningful experiences.

To push for stronger AI adoption, Globe established an internal AI advocates guild that acts as a space for its employees to safely explore AI tools.

The guild provides the company’s workforce access to platforms such as ChatGPT, Gemini for Workspace, and the in-house retrieval-augmented generation (RAG) toolkit.

Globe said these tools have since enabled the creation of more than 400 bots and co-pilots, designed by employees themselves, to help them solve day-to-day problems and boost productivity.

For instance, Globe said its genAI quality audit, which replaced manual quality checks, has cut down annual costs from millions to just around ₱2,000 per month.

The new changes brought about by AI have since contributed to a four percent year-on-year reduction in the telco’s total operating costs.

Costs in the first quarter stood at ₱19.1 billion, down from ₱19.8 billion during the same period last year.

Additionally, Globe is also implementing AI-powered hyper-personalization to deliver tailored services that will serve the individual needs of every customer.

The company said recent innovations have been reflected in its strong net promoter score (NPS) of 49, higher than the telco benchmark of 31.

“As we continue to innovate, we’re committed to using AI not just to accelerate progress, but to ensure that every Filipino can meaningfully participate in the digital future,” Cruz said.

“We believe AI should serve a greater purpose—one that prioritizes inclusivity, responsibility, and trust,” he added.

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Globe Telecom Inc. Carl Cruz generative artificial intelligence (AI)
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