Globe Telecom said it is integrating Generative AI (GenAI) into its operations, aligning with an industry trend of leveraging AI for enhanced security and efficiency.
Globe Telecom, one of the top mobile operators in the Philippines, is focused on using this technology to streamline processes, optimize network performance, and improve customer service. A GSMA outlook for 2025 highlights the growing role of AI in the telecommunications sector, particularly in enhancing customer experience and financial performance, a vision that Globe is actively embracing.
Anton Bonifacio, Globe Telecom’s Chief AI Officer, said the company sees generative AI as a core driver of operational efficiency and sustainability. AI is helping Globe meet evolving customer demands while also ensuring a positive impact on the environment.
Globe deploys AI-driven solutions in its network operations to predict and prevent service interruptions, significantly improving uptime and overall service reliability. AI is also being used in backend operations to enhance energy efficiency, contributing to the company’s sustainability goals.
Globe Telecom has established a dedicated AI Group, appointing Bonifacio as the first Chief AI Officer in the Philippines. This move underscores Globe’s long-term commitment to AI and its role in driving continuous technological innovation across various business functions.
In customer service, Globe is exploring AI models capable of understanding Tagalog, enabling more intuitive and efficient interactions with customers. This conversational AI aims to enhance response accuracy, reduce wait times, and improve overall customer satisfaction.
Globe’s financial services arm, GCash, is also leveraging AI to automate credit scoring, allowing for faster and more precise loan approvals. This ensures that millions of users have access to financial services with improved speed and reliability.
Beyond customer-facing applications, AI is being used internally to improve employee productivity and satisfaction. By automating routine tasks, AI enables employees to focus on more meaningful work, fostering a better work-life balance and enhancing overall job satisfaction. Additionally, Globe encourages employees to create their own AI-powered bots to address specific workflow needs, further driving productivity and efficiency.
Responsible AI is a fundamental principle guiding Globe’s AI-driven transformation. The company has adopted the GSMA’s Responsible AI (RAI) Maturity Roadmap to ensure that its AI initiatives align with both business objectives and broader sustainability goals.
By prioritizing ethical AI deployment, Globe aims to harness the full potential of AI while contributing to long-term digital sustainability. Through these strategic initiatives, Globe continues to position itself at the forefront of AI-driven innovation in the telecommunications industry.
