Globe President and CEO Carl Cruz believes artificial intelligence is more than just a powerful tool, it demands a shift in how leaders think and organizations operate.
At the Amazon Web Services (AWS) Cloud Day Philippines 2025, Cruz joined fellow executives in a high-level panel on navigating the GenAI revolution, where he emphasized that AI isn’t simply about automating tasks or cutting costs. “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 unlocking creativity and creating relevance at scale.”
Cruz shared how Globe is embedding AI across its operations to drive efficiency, elevate customer experience, and enable innovation at every level. The company’s Net Promoter Score of 49, which is well above the industry benchmark, reflects its success in delivering hyper-personalized services through intelligent systems. “We’re using AI to anticipate needs and connect with people more meaningfully,” he said.
He pointed to Globe’s internal AI Enablement Program, which empowers employees to build their own AI tools without a coding background. One team, for instance, created a bot that expanded conversation audits from 5% to 100%, cutting costs dramatically and improving quality assurance. This is proof, Cruz said, that innovation doesn’t always have to come from the top.
Cruz also stressed the importance of responsible development. Globe continues to promote the ethical use of AI through its AI Advocacy Guild, a community of practice focused on advancing responsible innovation across the organization, building on its data privacy and cybersecurity strengths. Strategic alliances with GSMA, OpenAI, and Singtel’s Global Telco AI Alliance reinforce this commitment to global best practices.
Globe’s approach, which Cruz calls the “AI Kitchen,” prioritizes core capabilities and scalable foundations before rolling out individual AI use cases. “We assess each one like a business case,” he said. “We don’t build for the sake of it, we build for impact.”
He acknowledged the challenges that come with AI adoption, from legacy systems to regulatory constraints, but said Globe is addressing these through dedicated readiness programs focused on integration and data maturity.
As the panel concluded, Cruz urged fellow leaders to embrace curiosity, empower teams, and trade certainty for adaptability. “GenAI 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 who is equipped to thrive in an AI-powered world.”
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