Globe Eyes Stage 5 AI Maturity to Boost Customer Innovation
Globe Eyes Stage 5 AI Maturity to Boost Customer Innovation
Telecommunications company Globe is aiming to reach Stage 5 AI maturity as it strengthens its digital transformation efforts and commitment to inclusive innovation.
Globe President and CEO Carl Cruz shared the company’s vision of advancing to Stage 5 AI maturity, where autonomous AI agents can help create new business models while also supporting sustainability initiatives. This includes using predictive intelligence to reduce carbon monoxide emissions and improve operational efficiency.
According to Cruz, Globe’s mission focuses on improving the lives of Filipinos while prioritizing customers, the country, and the environment. He emphasized that artificial intelligence, much like the internet before it, will significantly reshape society. Because of this, Globe aims to use AI responsibly to promote progress and build a more inclusive and sustainable digital future. He made these remarks during the WinWin Live platform at Mobile World Congress 2026.
Cruz also highlighted that Globe became the first telecommunications operator in the Philippines to appoint a Chief AI Officer, signaling that AI is now a core strategic capability across the organization. The company has also adopted the GSMA Responsible AI Maturity Roadmap and established an AI Innovation Hub to ensure that innovation is implemented responsibly and sustainably.
He added that Globe is redefining customer experience in the digital-first era by investing in AI-driven solutions such as personalized customer care, self-service platforms, and proactive network monitoring. These innovations allow subscribers to manage their accounts more easily, address potential issues before they escalate, and enjoy more personalized services.
To address challenges in scaling AI, Cruz said Globe is focusing on employee empowerment through its AI Advocates Guild, implementing ethical safeguards, and modernizing operations using cloud-native infrastructure. Early results from these efforts include multimillion-peso savings from its GenAI Quality Audit, the development of over 400 employee-built AI bots, and global recognition through three Open Innovation Catalyst Awards at DTW Ignite 2025.
Overall, Globe continues to push forward with AI adoption, aiming to improve customer experience, expand digital access, and support sustainable growth.
