AI at Globe Telecom: Leadership, Creativity, and Building a Digital Future for Filipinos

AI Transforms Business Operations and Leadership at Globe Telecom

MANILA, Philippines — Globe Telecom is reshaping how businesses operate and lead in the digital era through artificial intelligence (AI). Carl Cruz, Globe’s President and CEO, emphasized this shift during the Amazon Web Services (AWS) Cloud Day Philippines 2025, joining other industry leaders to discuss generative AI’s role in business.

Cruz pointed out that AI has moved beyond automation and cost reduction. Instead, it is about unlocking creativity and delivering relevance on a large scale. “Generative AI has moved us past automation and into a new age of augmented intelligence,” he said. “It’s no longer about doing things faster; it’s about doing things differently and more meaningfully.”

Embedding AI Across the Organization

Globe is embedding AI throughout its operations to improve customer experience and efficiency. The company’s industry-leading Net Promoter Score of 49 reflects success in delivering hyper-personalized services. One example is the AI Enablement Program, which empowers employees without coding expertise to build AI tools.

One team developed a bot that expanded conversation audits from 5% to 100%, cutting costs and raising quality assurance standards. This highlights that innovative ideas can come from any level within the company, not just top leadership.

Commitment to Ethical AI and Strategic Development

Globe has prioritized ethical AI development by establishing an AI Advocacy Guild focused on responsible practices. The company collaborates with global organizations such as GSMA, OpenAI, and the Singtel-led Global Telco AI Alliance to ensure alignment with international standards.

To build AI capabilities effectively, Globe uses what Cruz calls the “AI Kitchen” — a strategy to develop core skills before rolling out specific use cases. “We don’t build for the sake of it. We build for impact,” Cruz explained.

Addressing Challenges and Preparing for the Future

Despite challenges like legacy systems and regulatory hurdles, Globe is investing in readiness programs focused on integration and data maturity. Cruz encouraged business leaders to adopt curiosity and adaptability as essential traits for thriving amid technological shifts.

“Generative AI isn’t just a technology shift, it’s a mindset shift,” he said. “We’re building a future where every Filipino is a digital Filipino equipped to thrive in an AI-powered world.”

For Operations Professionals

• Focus on how AI can go beyond speed and automation to transform processes and customer engagement.
• Encourage teams to experiment with AI tools, even without coding skills, to drive innovation from all levels.
• Adopt ethical AI principles and collaborate with partners to align with best practices and standards.
• Invest in readiness programs that improve systems integration and data quality for smooth AI adoption.
• Embrace flexibility and curiosity as core leadership qualities to adapt in an AI-driven environment.

Operations leaders looking to deepen their AI knowledge can explore practical training options at Complete AI Training, which offers courses tailored for integrating AI tools in business processes.