As businesses worldwide embrace Generative AI (GenAI) for improved security and operational efficiency, Globe is making significant strides in integrating AI to enhance network performance, streamline processes, and enhance customer service.
A GSMA report on the telecom industry’s 2025 outlook highlights AI as a key driver for improved customer experiences and financial growth. Reflecting this trend, Globe is actively incorporating AI across its operations.
“The integration of generative AI is central to our efforts to enhance operational efficiency and service quality,” said Anton Bonifacio, Globe’s Chief AI Officer. “AI helps us drive sustainability while addressing the evolving needs of our customers and the environment.”
Globe utilizes GenAI to prevent service disruptions, optimize network uptime, and improve backend operations, including energy efficiency. To reinforce its AI-driven approach, the company has established a dedicated AI Group and appointed Bonifacio as the Philippines’ first Chief AI Officer, showing its commitment to innovation.
In customer service, Globe is developing AI models that understand Tagalog, enabling conversational AI to handle inquiries more effectively, reduce wait times, and improve customer satisfaction.
Its financial services arm, GCash, benefits from AI-powered automated credit scoring, allowing for faster and more accurate loan approvals for millions of users.
Beyond customer interactions, Globe sees AI as a tool for employee empowerment. By automating routine tasks, AI helps improve work-life balance, enabling employees to focus on more impactful work. The company also encourages staff to develop their own AI-powered bots to enhance productivity.
Committed to ethical AI practices, Globe has adopted GSMA’s Responsible AI (RAI) Maturity Roadmap to ensure its AI initiatives align with sustainable digital transformation.
