Globe advanced AI use elevates service, empowers teams for broader efficiency

At Globe, AI isn’t just a buzzword—it’s a game-changer.

With over 400 bots built in-house and tools like ChatGPT Enterprise and Gemini in use, Globe is streamlining operations, cutting costs, and personalizing customer experiences.

From PHP millions to just ₱2K/month in audit savings—this is AI done right.

In today’s tech-driven world, artificial intelligence (AI) is more than just a buzzword—it’s a catalyst for transformation. Globe Telecom is proving exactly that, harnessing the power of Generative AI (GenAI) to reshape how it operates, serves customers, and empowers its people.

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According to the latest outlook from the Global System for Mobile Communications Association (GSMA), telecom operators worldwide are leaning into GenAI to meet critical business objectives like boosting operational agility, enhancing customer experiences, and improving financial outcomes. Globe is proud to be leading this movement in the Philippines.

“At Globe, we don’t just want to ride the AI wave—we want to build something sustainable with it,” said Carl Cruz, President and CEO of Globe. “AI isn’t just about working faster. It’s about delivering smarter, more meaningful services for our customers.”

Empowering Employees Through AI

Globe has made intentional efforts to democratize AI among its employees through the AI Advocates Guild—an internal initiative giving staff access to powerful tools like ChatGPT Enterprise, Gemini for Workspace, and Globe’s proprietary Retrieval-Augmented Generation (RAG) toolkit.

The result? Over 400 AI-powered bots and co-pilots built by employees themselves to solve everyday problems and improve productivity. From automating manual tasks to accelerating decision-making, these tools are transforming internal workflows.

Real Results: From Millions to Thousands

One standout example is the GenAI Quality Audit system. By replacing traditional manual checks with an AI-powered solution, Globe reduced quality assurance costs from millions of pesos to just around PHP 2,000 per month—highlighting the tangible financial benefits of responsible AI deployment. This efficiency also helped drive a 4% year-on-year reduction in total operating costs—from ₱19.8 billion in 2024 to ₱19.1 billion in Q1 2025.

Personalized Customer Experience

Beyond operations, Globe is using GenAI to create hyper-personalized customer journeys. By tapping into AI-powered recommendations and data analysis, Globe delivers timely, tailored experiences that resonate with individual needs—further reinforcing its commitment to customer-centricity.

This approach is working. Globe’s Net Promoter Score (NPS) stands at 49, significantly outperforming the industry benchmark of 31.

A Vision for Inclusive Innovation

“We believe AI should serve a greater purpose—one that prioritizes inclusivity, responsibility, and trust,” Cruz emphasized. “Our goal is to ensure that every Filipino can meaningfully participate in the digital future.”

As Globe continues to deepen its AI investments, the company aims not just to adapt to global trends—but to lead with purpose. It’s setting a strong precedent for how telcos in the Philippines can use AI responsibly, equitably, and meaningfully.