Globe Telecom is accelerating the use of artificial intelligence across its operations to improve customer experience, strengthen network performance, and build new digital services.
Speaking at Mobile World Congress Shanghai 2026, Globe president and chief executive Carl Cruz said the company is positioning itself as an AI-powered organization, with the technology serving as a tool to deliver better outcomes for customers, employees, businesses, and communities.
“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,” Cruz said.
Cruz said the Philippines is well positioned to benefit from wider AI adoption because of the country’s strong digital engagement. He noted that the country has nearly 97.5 million internet users, 142 million mobile connections, and 90.8 million social media user identities, showing that Filipinos are already highly connected and increasingly comfortable with digital technologies in their daily lives.
For Globe, AI supports its broader mission of improving lives through technology by helping individuals become more productive, learn new skills, grow their businesses, and access more relevant digital services.
To support this 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. The company also consolidated AI, data, cybersecurity, and data privacy functions under a single leadership structure to strengthen governance and advance innovation.
Globe said it has invested in key foundations for responsible AI adoption, including data readiness, technology modernization, process transformation, AI capability building, cybersecurity, and data privacy.
The company has also expanded access to AI tools and training for employees to encourage innovation across the organization. These initiatives have led to the development of more than 260 AI use cases, ranging from deployed applications to projects still under development.
Globe said it is using a hub-and-spoke operating model that combines centralized AI governance and technical expertise with business unit-led innovation. This allows teams closest to customers to develop practical AI solutions while maintaining enterprise-wide standards.
As it expands its AI capabilities, the telecommunications provider is focusing on four strategic priorities: hyper-personalization, customer experience, intelligent network operations, and the development of new products and services.
The company said these initiatives are expected to improve operational efficiency, make its network more responsive, and create new growth opportunities.
“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,” 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.