Globe Taps AI to Boost Efficiency, Innovation

As enterprises increasingly turn to Generative AI (GenAI) for security and operational efficiency, Globe is making significant strides in integrating AI to streamline operations, optimize network performance, and enhance customer service.

A GSMA outlook for 2025 highlighted that telecommunications operators worldwide are leveraging AI to drive business objectives, improve customer experience, and enhance financial performance.

Globe’s commitment to AI adoption aligns with these global trends, 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,” Bonifacio said.

The company utilizes GenAI to prevent service interruptions, enhance network uptime, and optimize backend operations, ensuring efficient energy consumption.

Globe has established a dedicated AI Group and appointed Bonifacio as the Philippines’ first Chief AI Officer, underscoring its long-term commitment to AI-driven transformation.

To enhance customer experience, Globe is developing AI models trained in Tagalog, enabling conversational AI to understand and respond more effectively to customer queries, reduce wait times, and boost satisfaction.

In financial services, GCash, Globe’s fintech arm, leverages AI-driven automated credit scoring, facilitating faster and more accurate loan approvals for millions of users.

Beyond customer engagement, Globe sees AI as a means to improve employee well-being by automating routine tasks, enhancing work-life balance, and allowing teams to focus on high-impact initiatives.

Employees are also empowered to develop their own AI-driven bots, increasing workflow efficiency and productivity.

For Globe, responsible AI development is a cornerstone of sustainable digital transformation.

The company has adopted the GSMA’s industry-first Responsible AI (RAI) Maturity Roadmap, ensuring that its AI initiatives not only drive business value but also contribute to sustainable development.