Globe CEO says AI must serve people, not just business

Globe CEO Carl Cruz outlined the telco's AI vision, stressing trust and purpose over technology.

Courtesy: Globe

AI's real value is people

Globe took part in a discussion on how AI is transforming the connectivity and telecommunications landscape.

At Mobile World Congress (MWC) Shanghai 2026, Globe President and CEO Carl Cruz outlined the telco's ambition to become an AI-powered organization, stressing that AI's real worth isn't in the technology itself, but in the tangible impact it has on the lives of 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, said Cruz.

Cruz pointed out that the Philippines stands to gain significantly from AI thanks to its highly digital population. Filipinos are already heavily connected and comfortable navigating digital tools, with the country logging close to 97.5 million internet users, 142 million mobile connections, and 90.8 million social media user identities.

Globe views AI as an extension of its broader mission to use technology to improve people's lives—a tool that can boost productivity, help people pick up new skills, support business growth, and enable more relevant digital experiences.

In line with this direction, Globe set up a dedicated AI Group in 2024 and named its first Chief AI Officer, Anton Bonifacio, who has since taken on the role of Chief Intelligence and Trust Officer.

This restructuring merged AI, data, cybersecurity, and data privacy functions under one leadership team, underscoring Globe's push to innovate while keeping trust and accountability at the center.

Globe has also worked to make AI accessible across the company, giving employees the tools, training, and space to test and experiment. This has led to more than 260 AI use cases so far, ranging from fully deployed solutions to projects still in progress.

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.

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