In today’s fast-paced digital landscape, Globe Telecom is setting the pace with its strategic use of artificial intelligence (AI) to uplift both its workforce and customer service. The move is not just about riding the tech wave—it’s about redefining how people work, connect, and experience digital living in the Philippines.
According to Globe President and CEO Carl Cruz, AI serves as a long-term enabler that allows teams to work smarter and faster. “It transforms how we serve our customers by delivering more responsive, efficient, and meaningful experiences,” Cruz said.
Through its internal AI Advocates Guild, Globe has created a safe space for employees to explore and use tools like ChatGPT Enterprise, Gemini for Workspace, and its in-house Retrieval-Augmented Generation (RAG) toolkit. The result? Over 400 bots and AI co-pilots—built by Globe employees themselves—are now actively solving workplace challenges, automating repetitive tasks, and enhancing daily workflows.
This transformation goes beyond innovation for innovation’s sake. AI is also helping Globe dramatically cut costs. By replacing manual quality checks with its GenAI Quality Audit, the company has reduced what used to cost millions annually to just around PHP 2,000 per month. That’s translated to a 4% drop in total operating costs, from PHP 19.8 billion in 2024 to PHP 19.1 billion in Q1 of 2025.
But perhaps the most lifestyle-impacting result of Globe’s AI push is the improved hyper-personalization of its customer service. By tailoring offerings to each user’s unique needs, the brand now boasts a Net Promoter Score (NPS) of 49—well above the industry 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 added.
With innovation at its core, Globe proves that the future of work—and lifestyle—is not just about faster service, but smarter, more human-centered technology.
