Telco cites P1.2 billion in measurable business value from AI initiatives

Globe Telecom, one of the Philippines' leading telecommunications companies, disclosed that its investment in artificial intelligence (AI) initiatives has yielded a significant P1.2 billion in measurable business value. According to the company's initial enterprise measurement, the benefits were derived from both generative AI (GenAI) and AI and machine learning (AI/ML) initiatives, resulting in a 2.8 times return on investment.

Globe President and CEO Carl Cruz highlighted that the true measure of AI's impact is not the number of users but the improvements it brings to customer experiences, employee workflows, and overall business performance. To achieve this, the telco is implementing greater discipline in measuring the value AI generates.

The largest portion of these benefits, exceeding P825 million, came from AI-powered commercial and customer initiatives. These included personalized offers and experiences across various services such as Globe Rewards, roaming, lending, and postpaid services. Additionally, Globe realized P368 million in cost avoidance through AI initiatives in finance, customer engagement, marketing technology, and order management.

AI-enabled productivity and automation have saved more than 52,000 work hours, translating to P28 million in productivity gains. By automating repetitive tasks, employees can focus on work requiring judgment and collaboration, thus enhancing overall efficiency.

As of August 2026, AI adoption across Globe reached 90%, with the company's community of AI builders consisting of over 450 employees. This allows more teams beyond dedicated technology units to develop AI solutions for business needs. With AI already widely integrated into the organization, Globe aims to make its AI investments more measurable and accountable. The telco plans to track business value more precisely and continuously improve results as AI becomes increasingly embedded in daily operations.