Globe Drives AI Integration Across Philippine Telecommunications
Globe is proving that artificial intelligence is far more than just a buzzword. According to sources familiar with the matter, the company views AI as a powerful tool for real progress. As the adoption of generative AI grows globally, Globe is actively incorporating this technology across its operations. This move aligns with a recent outlook from a global mobile communications association, which highlights how telecom operators worldwide are leveraging generative AI to enhance customer experience, improve operational agility, and boost financial performance.
In the Philippines, Globe is leading this charge with a customer-centered AI transformation strategy. “At Globe, we don’t just want to ride the AI wave, we want to build something sustainable with it,” said a company spokesperson. “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. It’s about building the right foundations to support lasting customer impact.”
Empowering Employees with AI Tools
To fully harness AI’s potential, Globe has established a safe and intentional space for employees to explore AI technologies. Through its internal AI Advocates Guild, the workforce gains access to advanced platforms such as Gemini for Workspace, ChatGPT Enterprise, and an in-house Retrieval-Augmented Generation toolkit. These tools have empowered employees to develop over 400 bots and AI co-pilots designed to solve everyday challenges and increase efficiency.
By automating and streamlining internal processes, Globe has accelerated task completion, enhanced accuracy, and reduced costs. For instance, the GenAI Quality Audit replaced manual quality checks, slashing annual expenses from millions to roughly PHP 2,000 per month. These AI-driven improvements have supported a 4% year-on-year decrease in total operating costs, dropping from ₱19.8 billion in 2024 to ₱19.1 billion in the first quarter of 2025.
Enhancing Customer Experiences Through AI
Beyond internal operations, Globe is focusing on AI-powered hyper-personalization to tailor services and deliver next-level customer experiences. This dedication to innovation and value creation reflects in Globe’s impressive Net Promoter Score of 49, significantly surpassing the industry average of 31.
“We believe AI should serve a greater purpose—one that prioritizes inclusivity, responsibility, and trust,” the spokesperson added. “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.”
Globe’s approach to people-first AI aims not only to keep pace with global trends but also to set the standard for responsible and impactful generative AI integration within the Philippine telecommunications industry.
For more news and updates on AI integration across Philippine telecommunications, visit Filipinokami.com.