How Globe uses AI to improve its services and team efficiency

Its innovations have helped the company cut down annual costs.

Globe logo with AI background

Enhancing productivity and services

Globe has shared how it is using artificial intelligence to better serve its market and help the company be more efficient and effective.

We see AI as a long-term enabler that not only helps people work smarter and faster but also transforms how we serve our customers by delivering more responsive, efficient, and meaningful experiences, said Carl Cruz, president and CEO of Globe.

One of the telco giant's AI initiatives includes creating a space for employees to safely explore AI tools with intention. Through its internal AI Advocates Guild, its workforce now has access to platforms like Gemini for Workspace, ChatGPT Enterprise, and the company’s in-house Retrieval-Augmented Generation (RAG) toolkit.

These tools helped create more than 400 bots and co-pilots—each designed by Globe employees themselves to solve day-to-day problems and boost productivity.

Globe is also using AI to streamline its processes. For instance, its GenAI Quality Audit replaced manual quality checks, helping cut down annual costs from millions to just around PHP 2,000 per month.

These have contributed to managing expenses, leading to a 4 percent year-on-year reduction in total operating costs—from PHP 19.8 billion in 2024 to PHP 19.1 billion in the first quarter of 2025.

In terms of customer experiences, Globe is working on AI-powered hyper-personalization to deliver the next best experience for customers, tailoring services to individual needs. This effort is reflected in its strong Net Promoter Score (NPS) of 49, well above the telco benchmark of 31.

As we continue to innovate, we’re committed to using AI not just to accelerate progress, but to ensure that every Filipino can meaningfully participate in the digital future, Cruz said.

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