Globe is using Generative AI (GenAI) in more areas of its business to improve customer service and make internal processes more efficient. This move comes as telecom companies around the world look to artificial intelligence (AI) to help them reach key business goals.
“We see AI as a long-term enabler that not only helps people work smarter and faster but also transforms how we serve our customers by delivering more responsive, efficient, and meaningful experiences. It’s not just about internal productivity,” said Carl Cruz, president and CEO, Globe. “It’s about building the right foundations to support lasting customer impact.”
The company said that it has built a safe space for employees to explore AI through its internal AI Advocates Guild. Staff now use tools like Gemini for Workspace, ChatGPT Enterprise, and a homegrown Retrieval-Augmented Generation (RAG) toolkit. According to Globe, these platforms have helped employees create more than 400 bots and co-pilots to solve everyday work challenges.
Focus on efficiency and cost savings
With GenAI, Globe has made its operations more efficient. One example is the GenAI Quality Audit, which replaced manual quality checks and reduced costs from millions of pesos to just about ₱2,000 per month. These changes helped cut the company’s total operating expenses by 4%, from ₱19.8 billion in 2024 to ₱19.1 billion in the first quarter of 2025.
Globe is also using AI to improve how it connects with customers. Its work on AI-driven personalization aims to offer services that better match individual needs. The company reports a Net Promoter Score (NPS) of 49, compared to the telco benchmark of 31.
Responsible and inclusive use of AI
“We believe AI should serve a greater purpose, one that prioritizes inclusivity, responsibility, and trust,” Cruz said. “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.”
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