Globe Adopts AI to Enhance Operations and Customer Experience

Globe Telecom is harnessing the power of Generative AI (GenAI) to enhance operational efficiency, optimize network performance, and improve customer service.

As the first Philippine telco with a dedicated Chief AI Officer, Globe is integrating AI across its operations—preventing service interruptions, streamlining backend processes, and even adopting Tagalog-speaking AI models for better customer engagement.

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A GSMA outlook for 2025 showed that telco operators around the world are looking to AI to drive business objectives, including better customer experience and enhancing financial performance.

Globe’s commitment in AI reflects these findings, according to Anton Bonifacio, Globe’s Chief AI Officer: “The integration of generative AI is central to our efforts to improve both our operational processes and the services we provide. AI enables us to drive efficiency and sustainability, ensuring that we meet the evolving needs of our customers and the environment.”

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The company leverages GenAI in its network to prevent service interruptions and improve uptime, while also applying it in backend operations to ensure more efficient energy use.

To further its AI initiatives, Globe has established a dedicated AI Group and appointed Bonifacio as Chief AI Officer, the first in the Philippines. This shift demonstrates Globe’s long-term commitment to AI across its operations, ensuring it stays at the forefront of technological innovation.

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In customer service, Globe is looking to adopt AI models that understand Tagalog and will serve as conversational AI to better understand and respond to customer queries, reduce wait times, and increase satisfaction.

GCash, Globe’s financial services arm, benefits from AI through automated credit scoring, enabling faster, more accurate loan approvals for millions of customers.

Globe also views AI as a powerful tool to make employees happier by streamlining tasks, improving work-life balance, and freeing up time for more impactful work. This, in turn, drives better customer experiences and, ultimately, increases shareholder value.

Employees are also empowered to build their own bots to address their own work needs and enhance workflow and productivity.

For Globe, responsible AI is a critical component in driving sustainable digital transformation.  It has adopted the GSMA’s industry-first Responsible AI (RAI) Maturity Roadmap to ensure its AI delivers business value while contributing to sustainable development.

For more information on Globe’s AI initiatives, visit Globe.

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