Globe bets on AI to improve operations, customer experience

GLOBE TELECOM, Inc. said it is expanding its use of artificial intelligence (AI) across its operations as it seeks to improve customer experience, strengthen network operations, and develop new products and services.

Speaking at Mobile World Congress Shanghai 2026, Globe President and Chief Executive Officer Carl R. Cruz said the company views AI as a tool to help people become more productive, acquire new skills, grow their businesses, and access more relevant digital experiences.

“The conversation is no longer about whether organizations should adopt AI. The challenge is how we scale it responsibly and ensure that the benefits extend beyond business outcomes to the people we serve,” Mr. Cruz said in his keynote speech.

As it expands its AI capabilities, Globe identified four strategic priorities: hyper-personalization, customer experience, intelligent networks, and new products and services.

“These priorities are designed to help the company deliver more relevant customer experiences, improve operational performance, strengthen network responsiveness, and unlock new sources of growth,” the company said.

To support its AI strategy, Globe established a dedicated AI Group in 2024 and appointed its first chief AI officer, Anton Bonifacio, who now serves as chief intelligence and trust officer.

Globe said it is strengthening key enablers of responsible AI adoption, including data readiness, technology modernization, process transformation, AI fluency, and security and trust.

“AI is not an end in itself. It is a means to serve customers better, make smarter decisions, strengthen our competitiveness, and unlock new opportunities for growth,” Mr. Cruz said.

“As a technology and telecommunications company, we believe we are only beginning to scratch the surface of what is possible. The possibilities are immense, and we are just getting started,” he added. — Sheldeen Joy Talavera